Bruno Završnik

The model of marketing communications effectiveness: empirical evidence from Slovenian business-to-business practice

The papers 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.

MODEL OF MARKETING COMMUNICATIONS EFFECTIVENESS IN THE BUSINESS-TO-BUSINESS MARKETS

Abstract Much of the research into marketing communications has focused on the consumer market with little regard to date for the business-to-business market. This paper focuses on a development and testing of a model of marketing communication effectiveness in the business-to-business market. Building on past research from the marketing communications and business-to-business marketing literature, the model (which incorporates facets of the marketing communication objectives, bidirectional communications, and communications channels) is tested to examine the impact of these antecedent variables on marketing communications effectiveness and organizational performance. The concept of marketing communication effectiveness assumes that there are variables that can have a positive influence on the effectiveness of marketing communications, and confirm the central concept of marketing communication effectiveness as having a positive impact on organizational performance. Managerial implications are discussed along with suggestions for further research.

Slovenian Managers in Business Negotiations

Abstract Negotiations are an integral part of our life, both personal as well as at business level. The negotiations are old just as much as the human race and covering all human activities. They are the most complex forms of relationships between people, which represent a number of interdisciplinary knowledge and skills. The secret of successful negotiations is usually good prepared of the negotiators. Negotiations do not begin when we meet with opposite negotiator, but much earlier. The purpose of this study was to find out the negotiations in practice, what the negotiators, the Slovenian managers how to prepare for negotiations, how to negotiate, what negotiating tactics used, what personal qualities emphasize in the negotiations and, and finally how to evaluate themselves as negotiators

The Role of Social Networks for Business in the Marketing Communications

Abstract The analysis of social network is not new, but its business application in marketing communication is a relatively new area. This paper describes the role of social networks in the marketing communications area, particularly in the field of public relations. The paper explores how social network is being applied to solving marketing communications problems around designing the right communication programmes. In particular it describes how the social network can be defined, the role of the different instruments of public relations and its implication in the practice. Further more it describes how social networks for business can be used to reach the corporate objectives and to create a positive company image.

How Public Relations Impact on a Company’s Effectiveness

How Public Relations Impact on a Companys Effectiveness The role of public relations is dealing with the identification of organizations strategic public and developing communications programs for building solid, open and trusting relations with them. Many companies have taken a limited view of the impact that public relations can have on companys overall effectiveness. This paper consists of two parts: the theoretical framework for the role of public relations in the overall effectiveness of the company and an empirical analysis based on the primary data collected. We classified and analyzed different public relations factors (i.e. factors related to managing and implementing public relations) that influences the effectiveness of the company. We explored the correlation between public relations and a companys effectiveness and argued that public relations factors play a critical role in that effectiveness. We used linear regression and we found a significant linier relationship between the independent variable (public relations) and the dependent variable (company effectiveness).

EXPLORING THE ROLE OF BUSINESS SOCIAL NETWORKING FOR ORGANIZATIONS

This article explores the relationship between communication, with the emphasis on public relations, and social network perspectives. What, then, does social networking for business mean in communication, particularly in public relations? This paper argues that business social networking play an important role in improving organizations communications. The goal of our paper is to identify the basic characteristics of social networks and its role for public relations for the effective implementation of social networking initiatives and tools in the workplace. Business social networking tools such as Facebook and LinkedIn are being used by organizations to reach the corporate objectives and to create a positive company image. Specific social networks, such the personalised networks of influence, are perceived to be one of the main strategic resources for organizations.

An empirical study of marketing communications effectiveness in Slovenian market

This paper deals with the value or more specifically, the contribution of marketing communications strategy to effectiveness of marketing communications and hypothesizes that marketing communications strategy correlate with the effectiveness of marketing communications. The paper consists of two parts: the theoretical framework for the role of marketing communications strategy for the effectiveness of the marketing communications and the empirical analysis, based on the primary data collected. The concept of the marketing communication effectiveness assumes that there are variables that can have a positive influence on the effectiveness of marketing communications, which incorporates facets of the marketing communication strategy and bidirectional communications. The results suggest that Slovenian organisations which design and implement marketing communication strategy, also have more effective marketing communications. The development of marketing communications strategy was correlated with increased effectiveness of marketing communications in their organisation. Managerial implications are discussed along with directions for further research.

The Role of Marketing Capabilities for the Competitive Advantage in the Slovenian Market

In the paper it’s proposed a framework with capabilities-based view of the firm to explain how marketing capabilities can enhance sustained competitive advantage of the firm. Specifically, it is suggested that marketing capabilities are important determinants of sustained competitive advantage of the firm. Marketing processes within the firm require many specific capabilities that enable the firm to carry out activities necessary to move its products or services through the value chain. It should be explored the role of distinctive marketing capabilities in competitive strategy of the company. As sources of competitive advantage, companies try to create their product or service differentiation by developing new product or service, by using their knowledge to solving marketing problems, by aligning the firm’s operations to changing conditions in the market and by satisfying customer’s needs. Marketing capabilities like generating new business ideas and new product development can enhance the firm’s sustained competitive advantage and thus should also be confirmed in the paper. The paper closes with the implications of the findings and highlights promising future research avenues.

REPUTATION OF BANKS IN SLOVENIA

Abstract Corporate reputation is one of the key success factors of a single company on todays global competitive market. In order to obtain a positive corporate reputation it is necessary to know and understand all the features in forming a corporate reputation. This article presents the key elements of corporate reputation and which tools of the marketing communications mix are most effective for forming and executing company communication in order to ensure a long term positive bank reputation. The main findings of this research will therefore be a useful basis for corporate reputation management, not only within bank institutions, but also for other companies, which are trying to build and maintain positive corporate reputation in the long term.

Implementation of Integrated Marketing Communication on Market Performance of Brands in the Field of OTC Products

The paper investigates the relationship between the implementation of integrated marketing communications and market brand performance in the field of OTC products and food supplements that are available in pharmacy stores in Slovenia without a prescription. In addition to providing a general discussion on the topic of the theoretical field of integrated marketing communication the first part of the paper elaborates on different components of this theoretical perspective. According to such considerations, relevant components of integrated marketing communications are identified. In the second part of the paper a LISREL model approach is used to investigate the impact of implementation of integrated marketing communication among OTC brands and food supplements sold in Slovenian pharmacy stores on their market performance. The results of the empirical research reveal a relatively strong and statistically significant relationship between the two variables.