Principle Differences between B2B and B2C Marketing Communication Processes
Principle Differences between B2B and B2C Marketing Communication Processes
Author(s): Kęstutis Rėklaitis, Lina PilelienėSubject(s): Business Economy / Management, Theory of Communication, Marketing / Advertising
Published by: Vytauto Didžiojo Universitetas
Keywords: Business-to-business; Business-to-consumer; Communication process; Marketing communication;
Summary/Abstract: The scientific problem analysed in the article focuses on identifying the differences in the marketing communication process in a framework of business-to-consumer and business-to-business markets. The results show that although it may seem that the process itself is the same in both situations, however, it has many differences as well as many aspects in common.
Journal: Organizacijų vadyba: sisteminiai tyrimai
- Issue Year: 2019
- Issue No: 81
- Page Range: 73-86
- Page Count: 14
- Language: English