Innovation and communication as dimensions of the marketing culturePostružnik, Natalie C. (Avtor) Moretti, Melita (Avtor) marketing culturefinacial performanceinnovationinternal communicationsinsurance industryconstruction industryThis study explores the meaning and role of the marketing culture within organizations-specifically, innovativeness and internal communications, both of which have a significant impact on an organizationʼs financial performance. A qualitative study was conducted in the insurance and construction industries in Slovenia based on theoretical insights, in which 11 semi-structured interviews were conducted with top and middle managers of medium-sized and large organizations. Recommendations to be applied in practice and for further research are given based on the findings.Društvo ekonomistov Maribor20122015-12-30 12:59:44Delo ni kategorizirano7686ISSN: 0547-3101UDK: 005.336.1:005.57:001.895(497.4)OceCobissID: 751364COBISS.SI-ID: 4267991sl