Principle Differences between B2B and B2C Marketing Communication Processes

  title={Principle Differences between B2B and B2C Marketing Communication Processes},
  author={Kęstutis Rėklaitis and Lina Pilelienė},
  journal={Management of Organizations: Systematic Research},
  pages={73 - 86}
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. 

Figures and Tables from this paper

Implementation and Exploitation of Data and Data Driven Decisions in B 2 B sales and marketing-A Case Study Master Degree Project
Despite the increasing reliance on data in decision making, firms have issues turning their organisations data driven. Even though data driven decision making have an increasing impact on marketingExpand
Conceptual Comparison of Internal Audit and Internal Control in the Marketing Environment
A theoretical and practical comparison of internal audit and internal control concepts in the marketing environment and a strong correlation of the theoretical perception and a weak correlation with the audit and control tools used in practice are shown. Expand
The value of big data for analyzing growth dynamics of technology-based new ventures
Abstract This study demonstrates that web-search traffic information, in particular, Google Trends data, is a credible novel source of high-quality and easy-to-access data for analyzingExpand
Audit of Museum Marketing Communication in the Modern Management Context
Marketing communication is a concise part of modern museum management. Museums operate in a competitive environment; therefore, it is important to pay sustained attention to every component of aExpand
More than FAQ! Chatbot Taxonomy for Business-to-Business Customer Services
This study develops and discusses a 17-dimensional chatbot taxonomy for B2B customer services based on Nickerson et al. Expand
Increasing Personnel Competencies in Museums with the Use of Auditing and Controlling
Society is constantly developing and museums must respond to this. Museums’ main tasks include conservation of humanity’s history, which puts high demands on museum staff. The level of care forExpand
Marketing e Logística: em busca da Satisfação e Lealdade do Consumidor de Compras on-line
Resumo Objetivo : Analisar como o marketing do website e a efetividade da logistica do e-commerce determinam a satisfacao e a lealdade do consumidor de compras on-line. Teorias : O Marketing e aExpand


A comparison of social media marketing between B2B, B2C and mixed business models
This paper explores the implicit assumption in the growing body of literature that social media usage is fundamentally different in business-to-business (B2B) companies than in the extantExpand
New Tools for Effective Marketing Communications
Successful companies are aware of the needs for long-term strategic development, which is based on relationship marketing with customers. That is necessary to touch the customers’ emotion andExpand
Marketing communication mix
What is the marketing communication mix, describing its nature, importance, types of instruments and efficiency, and how it can be used to communicate effectively the benefits of your products or services to its customers. Expand
Integrated Marketing Communication and Its Impact on Consumer Behavior
Abstract In the current economic context, characterized by extremely fierce competition directed at winning or retaining various consumer segments, as well as by an unprecedented technological boom,Expand
The marketing communication concept clear in the time that marketers, researchers and planners of advertising activities have pointed the problems faced the different businesses because of using theExpand
Marketing Communications' Effectiveness in Poland - Lessons from the Business in Information Society
Huge advances in communication technologies enable companies the use of original solutions for marketing communications. An increasing number of usable channels of communication and more and moreExpand
Analyzing the influence of firm-wide integrated marketing communication on market performance in the hospitality industry
Abstract Over the last decade, scholars have recently emphasized the need for tourism marketers to orchestrate the wide range communication activities and forms via the adoption of IntegratedExpand
Designing and Managing Integrated Marketing Communication
Modern Marketing calls for more than developing a good product, pricing it attractively, and making it accessible. Companies must also communicate with present and potential stakeholders as well asExpand
Integrated Marketing Communications
Promotion is one of the four major elements of the marketing mix. Therefore, an integrated marketing communications (IMC) strategy consisting of a combination of promotional tools could be anExpand
Integrated Marketing Communication and Promotion
Integrated Marketing Communication emerges as a powerful tool that guides practitioners in developing and implementing marketing communications more consistently and effectively. Despite itsExpand