An empirical study of marketing communications effectiveness in Slovenian market

@inproceedings{Jerman2014AnES,
  title={An empirical study of marketing communications effectiveness in Slovenian market},
  author={Damjana Jerman and Bruno Zavr{\vs}nik},
  year={2014}
}
This paper deals with the value or more specifically, the contribution of marketing communications strategy to effectiveness of marketing communications and hypothesizes that marketing communications strategy correlate with the effectiveness of marketing communications. The paper consists of two parts: the theoretical framework for the role of marketing communications strategy for the effectiveness of the marketing communications and the empirical analysis, based on the primary data collected… CONTINUE READING

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