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Principle Differences between B2B and B2C Marketing Communication Processes

Kęstutis Rėklaitis

Kęstutis Rėklaitis

Axis IndustriesKaunas, Lithuania
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Rėklaitis, Kęstutis
 and 
Lina Pilelienė

Lina Pilelienė

Vytautas Magnus University, Faculty of Economics and ManagementKaunas, Lithuania
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Pilelienė, Lina
  
Oct 30, 2019
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Published Online: Oct 30, 2019
Page range: 73 - 86
Received: May 30, 2019
Accepted: Jul 31, 2019
DOI: https://doi.org/10.1515/mosr-2019-0005
Keywords
© 2019 Kęstutis Rėklaitis et al., published by Sciendo
This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 License.

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.

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English
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Business and Economics, Business Management, Marketing, Sales, Customer Relations, Management, Organization, Corporate Governance, Business Development, Change Management, Cooperation, Human Resources, Labor Practice, Job and Career
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