| Title: | Can a company raise business success by using certain marketing communication activities? |
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| Authors: | ID Mumel, Damijan (Author)
ID Hočevar, Nina (Author)
ID Snoj, Boris (Author) |
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| Files: |  Management_Journal_of_Contemporary_Management_Issues_2007_Mumel,_Hocevar,_Snoj_Can_a_company_raise_business_success_by_using_certain_mar.pdf (644,71 KB)
MD5: 89920516D2193FB7F5792DE977B8BE96
PID: 20.500.12556/dkum/42d0adad-7e83-4586-a09a-b6b02fd3fb22
 http://hrcak.srce.hr/19154
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| Language: | English |
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| Work type: | Scientific work |
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| Typology: | 1.03 - Other scientific articles |
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| Organization: | EPF - Faculty of Business and Economics
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| Abstract: | Companies use different marketing communication activities in order to communicate with their environment. Their decisions to use a specific activity are often the result of past experiences, habits or certain influences. Measurements related to the efficiency of their communication method, as well as the analysis concerning the effect of using a specific kind of marketing communication activity on different business success determinants are usually neglected. In this article, authors provide an analysis of a correlation between the use of a specific marketing communication activity and 13 different business success variables. Based on the research, it could be concluded that the net business result for the accounting period can be influenced by using printed advertisements in newspapers, radio commercials, press conferences, newsletters and sponsorship. Net return on assets showed a positive correlation with printed advertisements in newspapers and press conferences. Printed advertisements in newspapers and radio commercials have proved to influence net sales and, last but not least, authors discovered that the return on equity can be influenced by organizing press conferences and, by using leaflets, companies can expect to raise the net sales growth index. |
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| Keywords: | marketing, marketing communication, communication, performance, business performance, company, business |
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| Publication status: | Published |
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| Publication version: | Version of Record |
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| Year of publishing: | 2007 |
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| Number of pages: | str. 87-99 |
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| Numbering: | Letn. 12, št. 1 |
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| PID: | 20.500.12556/DKUM-66595  |
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| ISSN: | 1331-0194 |
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| UDC: | 658.8 |
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| ISSN on article: | 1331-0194 |
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| COBISS.SI-ID: | 9267996 |
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| NUK URN: | URN:SI:UM:DK:C0YBQNDI |
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| Publication date in DKUM: | 04.07.2017 |
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| Views: | 1506 |
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| Downloads: | 146 |
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| Metadata: |    |
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| Categories: | Misc.
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