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11.
An empirical study of marketing communications effectiveness in Slovenian market
Damjana Jerman, Bruno Završnik, 2014, izvirni znanstveni članek

Opis: 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. The concept of the marketing communication effectiveness assumes that there are variables that can have a positive influence on the effectiveness of marketing communications, which incorporates facets of the marketing communication strategy and bidirectional communications. The results suggest that Slovenian organisations which design and implement marketing communication strategy, also have more effective marketing communications. The development of marketing communications strategy was correlated with increased effectiveness of marketing communications in their organisation. Managerial implications are discussed along with directions for further research.
Ključne besede: marketing communication effectiveness, business-to-business markets, marketing communication strategy, bidirectional communication, integrated marketing communication
Objavljeno: 06.07.2017; Ogledov: 358; Prenosov: 163
.pdf Celotno besedilo (245,10 KB)
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12.
Does grade level matter for the assesment of business process management maturity?
Renata Gabryelczyk, 2016, izvirni znanstveni članek

Opis: The purpose of this paper is to create and test the practical application of a business process management maturity assessment conducted at two different grade levels (management and professional level) in an organization. The conceptual framework for this research includes creating a business process maturity indicator (BPMI) for six process areas: strategy, documentation, optimization, implementation, execution, and controlling. The comparative analysis of the business process management maturity is performed using the BPMI on two cases: inside a single organization and the sector internally.
Ključne besede: management, business process, models, strategy, optimization, execution, control
Objavljeno: 13.11.2017; Ogledov: 185; Prenosov: 59
.pdf Celotno besedilo (313,24 KB)
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