Damjana Jerman,  Bruno ZavršniK


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.

Key words: marketing communication effectiveness, business-to-business markets, marketing communication strategy, bidirectional communication, integrated marketing communication

Ph.D. Damjana Jerman a Assistant Professor at University of  Primorska, Faculty of Tourism Studies

(damjana.jerman (at)

 Ph.D. Bruno Završnik is a Professor at University of Maribor, Faculty of Economics and Business (bruno.zavrsnik (at)

Cite this article:
Jerman Damjana, Završnik Bruno. AN EMPIRICAL STUDY OF MARKETING COMMUNICATIONS EFFECTIVENESS IN SLOVENIAN MARKET. Innovative Issues and Approaches in Social Sciences, vol.7, no.1:99-113, DOI:

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