The model of marketing communications effectiveness: empirical evidence from Slovenian business-to-business practice

Damjana Jerman and Bruno Završnik

Journal of Business Economics and Management, 2011, vol. 13, issue 4, 705-723

Abstract: The paper's purpose is to add to the body of knowledge on marketing communication effectiveness by developing and testing the model of marketing communication effectiveness in the business-to-business markets. Based on past research from the marketing communications and business-to-business marketing literature, the model is tested to examine the impact of antecedent variables on marketing communications effectiveness and organizational performance. Our analysis indicates that a central concept of marketing communication effectiveness is influenced by different variables. We also confirmed a positive impact of marketing communication effectiveness on organizational performance in case of Slovenian companies.

Date: 2011
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DOI: 10.3846/16111699.2011.620163

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