Hočevar, Nina; Žabkar, Vesna; Mumel, Damijan - In: Tržište/Market 19 (2007) 2, pp. 159-171
management in marketing communications could be associated with a higher degree of IMC. Investigating the relationship between … management and IMC is indeed at a very early stage. We suggest that this study has provided a basis for future research on the … relationship between top management involvement in marketing communications and the degree of IMC. …