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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
 e 
Lina Pilelienė

Lina Pilelienė

Vytautas Magnus University, Faculty of Economics and ManagementKaunas, Lithuania
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Pilelienė, Lina
  
30 ott 2019
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Pubblicato online: 30 ott 2019
Pagine: 73 - 86
Ricevuto: 30 mag 2019
Accettato: 31 lug 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.

Lingua:
Inglese
Frequenza di pubblicazione:
2 volte all'anno
Argomenti della rivista:
Economia e business, Business management, Marketing, vednite, relazioni con il cliente, Managemente, organizzazione, corporate governance, Sviluppo degli affari, change management, cooperazione, Risorse umane, pratica del lavoro e carriera
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