Hočevar, Nina; Žabkar, Vesna; Mumel, Damijan - In: Tržište/Market 19 (2007) 2, pp. 159-171
There is scarce empirical evidence in the academic literature of how top management involvement influences the degree of integrated marketing communications. At the same time, some authors believe that this relationship should be explored more extensively. In this paper we present one possible...