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| Author: | Phelps, J. Harris, T. Johnson, E. |
| Title: | Exploring decision-making approaches and responsibility for developing marketing communications strategy |
| Journal: | Journal of Business Research
1996 : NOV, VOL. 37:3, p. 217-224 |
| Index terms: | RESEARCH DECISION MAKING MARKETING STRATEGY |
| Language: | eng |
| Abstract: | 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. |
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