Indian Journal of Marketing

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Apex Managerial Approach towards Various Proportions of Holistic Marketing Interactions


Affiliations
1 Reader(Management), School of Management Sciences, Varanasi, Uttar Pradesh, India
2 Lecturer (Management), School of Management Sciences, Varanasi, Uttar Pradesh, India
     

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Fusion of business and academic platforms do not provide sufficient mechanism regarding implementation technique for effective involvement of apex managerial agencies towards holistic marketing interactions. On the other hand need of the hour is that not only apex managerial approach but every employee's approach towards holistic marketing interactions or technically integrated marketing communications must be well defined and should work on a pre defined system. Through this paper we provide a model for apex managerial approach towards various proportions of holistic marketing interactions. This empirical research depicts the fact very emphatically that increasing participation of apex managerial agencies in marketing interactions could be positively associated with holistic marketing interactions.
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  • Apex Managerial Approach towards Various Proportions of Holistic Marketing Interactions

Abstract Views: 153  |  PDF Views: 0

Authors

Amit Gautam
Reader(Management), School of Management Sciences, Varanasi, Uttar Pradesh, India
Gyanendra B. S. Johri
Lecturer (Management), School of Management Sciences, Varanasi, Uttar Pradesh, India

Abstract


Fusion of business and academic platforms do not provide sufficient mechanism regarding implementation technique for effective involvement of apex managerial agencies towards holistic marketing interactions. On the other hand need of the hour is that not only apex managerial approach but every employee's approach towards holistic marketing interactions or technically integrated marketing communications must be well defined and should work on a pre defined system. Through this paper we provide a model for apex managerial approach towards various proportions of holistic marketing interactions. This empirical research depicts the fact very emphatically that increasing participation of apex managerial agencies in marketing interactions could be positively associated with holistic marketing interactions.