Načini določanja proračuna tržnega komuniciranja v podjetjih v Sloveniji

Performing all marketing communications activities require financial resources. Different methods are available for establishing and allocating budgets for marketing communications. Companies consider different factors when establishing the promotional budget and they usually take into consideration the actual companies needs. Each company must develop its own model for allocation marketing communications budgets and consider the most relevant factors for the companies. The paper consists of theoretical and empirical part. In the theoretical part the framework and basic concepts for establishing the marketing communications budget is presented. The empirical analysis is based on the primary data collected. This paper presents the results of a study that examines approaches and allocation of marketing communications budgets in the sample of Slovenian companies.