Principle Differences between B2B and B2C Marketing Communication Processes
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30. Okt. 2019
Über diesen Artikel
Online veröffentlicht: 30. Okt. 2019
Seitenbereich: 73 - 86
Eingereicht: 30. Mai 2019
Akzeptiert: 31. Juli 2019
DOI: https://doi.org/10.1515/mosr-2019-0005
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© 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.