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) lo...
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| Veröffentlicht in: | Journal of business research 1996-11, Vol.37 (3), p.217-223 |
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| container_end_page | 223 |
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| container_issue | 3 |
| container_start_page | 217 |
| container_title | Journal of business research |
| container_volume | 37 |
| creator | Phelps, Joseph E. Harris, Thomas E. Johnson, Edward |
| description | 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. |
| doi_str_mv | 10.1016/S0148-2963(96)00072-0 |
| format | Article |
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| fulltext | fulltext |
| identifier | ISSN: 0148-2963 |
| ispartof | Journal of business research, 1996-11, Vol.37 (3), p.217-223 |
| issn | 0148-2963 1873-7978 |
| language | eng |
| recordid | cdi_proquest_journals_196322416 |
| source | RePEc; Elsevier ScienceDirect Journals Complete |
| subjects | Communication Decision making Direct marketing agencies Integrated marketing Marketing Public relations Studies |
| title | Exploring decision-making approaches and responsibility for developing marketing communications strategy |
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