NEW APPROACHES TO THE BUSINESS-TO-BUSINESS MARKETING COMMUNICATION

Result code in IS VaVaI

<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F61989100%3A27510%2F11%3A86081412" target="_blank" >RIV/61989100:27510/11:86081412 - isvavai.cz</a>

Result on the web

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DOI - Digital Object Identifier

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Result language

angličtina

Original language name

NEW APPROACHES TO THE BUSINESS-TO-BUSINESS MARKETING COMMUNICATION

Original language description

Approach to the business-to-business communication goes through the significant changes. The global crisis caused the shift to cheaper communication methods with the stress to the overall communication efficiency. The Internet and social on-line networksgets to the foreground. Former approach of the group to group communication is also revised according to the new requirements on the business-to-business communication targets and new possibilities of more efficient marketing communication tools. The importance is given to the multi-layer communication and integrated marketing communication. This paper is based on the revision of current theoretical literature and the main aim is to describe motives of integrated marketing communication creating, specifics of business-to-business messages and current significant change in the incentives from rational to emotional, which are targeting individual members rather than groups or firms. The paper proposes new trends and approaches in current

Czech name

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Czech description

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Type

J_x - Unclassified - Peer-reviewed scientific article (Jimp, Jsc and Jost)

CEP classification

AE - Management, administration and clerical work

OECD FORD branch

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Project

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Continuities

V - Vyzkumna aktivita podporovana z jinych verejnych zdroju

Publication year

2011

Confidentiality

S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Name of the periodical

Economics and management

ISSN

1822-6515

e-ISSN

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Volume of the periodical

Neuveden

Issue of the periodical within the volume

16

Country of publishing house

LT - LITHUANIA

Number of pages

7

Pages from-to

1231-1237

UT code for WoS article

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EID of the result in the Scopus database

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