Model of marketing communications effectiveness in the business-to-business markets
D Jerman, B Završnik - Ekonomska istraživanja, 2012 - hrcak.srce.hr
Sažetak Much of the research into marketing communications has focused on the consumer
market with little regard to date for the business-to-business market. This paper focuses on a
development and testing of a model of marketing communication effectiveness in the
business-to-business market. Building on past research from the marketing communications
and business-to-business marketing literature, the model (which incorporates facets of the ...
market with little regard to date for the business-to-business market. This paper focuses on a
development and testing of a model of marketing communication effectiveness in the
business-to-business market. Building on past research from the marketing communications
and business-to-business marketing literature, the model (which incorporates facets of the ...