| KRATKA VSEBINA | Sestava tržnokomunikacijskega spleta in integriranost posameznih instrumentov se s časom spreminjata in sta odvisnatudi od vrste izdelčnega trga (porabniški ali medorganizacijski). V prispevku smo pristopili k oblikovanju in testiranju modela tržnega komuniciranja z vidika organizacij, ki delujejo na medorganizacijskih trgih. Na osnovi proučevane literature s področja tržnega komuniciranja in medorganizacijskih trgov smo najprej proučili dejavnike, ki vplivajo na uspešnost tržnega komuniciranja - vir komuniciranja, komunikacijsko sporočilo, cilji tržnega komuniciranja, komunikacijske poti, ciljna skupinain dvosmernost komuniciranja. Poleg teh odnosov smo raziskali tudi odnose med uspešnim tržnim komuniciranjem ter njegovo posledico - vpliv uspešnega tržnega komuniciranja na uspešnost organizacij, tako s trženjskega, finančnega kot tudi drugih vidikov. Strukturni model uspešnosti tržnega komuniciranja smo empirično preverili na vzorcu slovenskih organizacij, ki delujejo na medorganizacijskih trgih in potrdili pozitivno povezanost med proučevanimi konstrukti. Prispevek ponuja celovit pogled na uspešnost tržnega komuniciranja kot posledico in vzrok v procesu tržnega komuniciranja. // The composition of communication mix and the integration of the different instruments vary with time and also depend on type of product market (consumer or business-to-business). This paper focuses on a development and testing of the model of marketing communication effectiveness in the business-to-business market. Building on past researchfrom the marketing communications and business-to-business marketing literatures, the model (which incorporates concepts of the source of communication, communication messages, marketing communications objectives,communication channels, target groups and two-way communications) is testedto examine the impact of these antecedent variables on marketing communications effectiveness. In addition to these relations, we investigated the relationship between effectiveness of marketing communications, and its result - the impact of marketing communication's effectiveness on the organizational performance, both in marketing, financial and other aspects. Structural model of the effectiveness of marketing communication was empirically tested on a sample of Slovenian companies, which operate in the business-to-business markets. We have confirmed the positive relationship between these constructs. The contribution provides a comprehensive point of view at the effectiveness ofmarketing communications as a consequence and a cause in the process of marketing communications. |