Abstract
The paper's purpose is to add to the body of knowledge on marketing communication effectiveness by developing and testing the model of marketing communication effectiveness in the business-to-business markets. Based on past research from the marketing communications and business-to-business marketing literature, the model is tested to examine the impact of antecedent variables on marketing communications effectiveness and organizational performance. Our analysis indicates that a central concept of marketing communication effectiveness is influenced by different variables. We also confirmed a positive impact of marketing communication effectiveness on organizational performance in case of Slovenian companies.
Highlights
This paper focuses on a new model for marketing communication effectiveness in the business-to-business context
The research model presented in this paper evaluates the components of previous models and adapts them according to the contemporary body of knowledge from the field of marketing communications in the business-to-business markets
This study investigated only a portion of the factors that can affect marketing communication effectiveness in business-to-business markets
Summary
This paper focuses on a new model for marketing communication effectiveness in the business-to-business context. With the increasing call for accountability of significant marketing communication spending, measuring the contribution of marketing communication effectiveness to firm performance is inevitable and valued (Kitchen, Schultz 2009; Ewing 2009; Rust et al 2004). Marketing communications results have historically been measured on a medium-by-medium basis: One measure for advertising, another for publicity, still another for sales promotion, and so on (Ewing 2009; Kim et al 2004) These issues regarding the measurability of marketing communication programmes have been a focus of discussion among academics and practitioners since the early stages of the development of the integrated marketing communications concept (Kliatchko 2009). This model provides managers a priori basis for focusing their efforts on the antecedents of whole marketing communications effectiveness which produces a much higher effect on organizational performance
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