In the paper it's proposed a framework with capabilities-based view of the firm to explain how marketing capabilities can enhance sustained competitive advantage of the firm. Specifically, it is suggested that marketing capabilities are important determinants of sustained competitive advantage...

The purpose of this paper is to provide additional insight into some of the theoretical and managerial issues of marketing communications in the changing environment. We approach this task from the organizational point of view - primarily from the perspective of how company's response is...

In the period from the nineties onwards, the concept of integrategrad marketing communications continues to gain widespread attention and interest among academics and practitioners around the world. Among the objectives of our paper may be considered dealing with changes in the conceptualization...

<title>Abstract</title> 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...

With the increasing call for accountability of public relations spending, measuring the contribution of public relations to company’s effectiveness is a requirement for business success. Many companies have taken a limited view of the impact that public relations can have on overall...

The paper investigates the relationship between the implementation of integrated marketing communications and market brand performance in the field of OTC products and food supplements that are available in pharmacy stores in Slovenia without a prescription. In addition to providing a general...