The Application of the Classical Communication Tools on the Business-to-Business Markets
The result's identifiers
Result code in IS VaVaI
<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F61989100%3A27510%2F10%3A10224869" target="_blank" >RIV/61989100:27510/10:10224869 - isvavai.cz</a>
Result on the web
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DOI - Digital Object Identifier
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Alternative languages
Result language
angličtina
Original language name
The Application of the Classical Communication Tools on the Business-to-Business Markets
Original language description
Advertising, sales promotion, professional selling, direct marketing and public relations are the basic promotional tools of the marketing communication. Though the structure of these tools used on business-to-business (B2B) markets is the same as in theconsumer markets, particular methods of their application are adjusted to the specific customers? needs and their communication with suppliers. The example of the marketing communication adaptation is the integrated marketing communication (IMC) framework. This paper represents principles of adjusting classical marketing communication tools to particular characteristics of the current B2B market.
Czech name
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Czech description
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Classification
Type
D - Article in proceedings
CEP classification
AH - Economics
OECD FORD branch
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Result continuities
Project
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Continuities
S - Specificky vyzkum na vysokych skolach
Others
Publication year
2010
Confidentiality
S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů
Data specific for result type
Article name in the collection
MEKON 2010
ISBN
978-80-248-2165-8
ISSN
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e-ISSN
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Number of pages
7
Pages from-to
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Publisher name
VŠB - TU Ostrava, Ekonomická fakulta
Place of publication
Ostrava
Event location
Ostrava
Event date
Feb 3, 2010
Type of event by nationality
EUR - Evropská akce
UT code for WoS article
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