Exploring decision-making approaches and responsibility for developing marketing communications strategy

The results of a national survey ( n = 101) of marketing communication practitioners are used to: (1) examine whether companies assign the responsibility for developing communication strategies to an individual or if there is a consensus among the heads of various communication functions, and (2) look for evidence of trends in the assignment of planning responsibilities. Although a minority of the firms responding to the survey currently use the consensus decision-making approach, its use is increasing. Arguments are presented regarding the importance of the consensus approach in the development of integrated marketing communications.