MARKETING COMMUNICATIONS ON B2B MARKETS

Result code in IS VaVaI
<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F70883521%3A28120%2F17%3A63516344" target="_blank" >RIV/70883521:28120/17:63516344 - 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
MARKETING COMMUNICATIONS ON B2B MARKETS
Original language description
Business to business (B2B) communications have long been based on personal contact. With the development of internet technologies, however, part of B2B communications has moved online, and this trend will continue to increase. This article investigates how the marketing communications on modern B2B markets have been changing and provides information to European industrial companies on how to modernize their current communication techniques. In order to report on the current state of B2B communications, a literature review has been conducted. A qualitative study among representatives of the European machine tools market followed, so as to determine the state of communications in a specific part of the market. It was discovered that the European B2B marketers in the field of machine tools have an overview of the new marketing communication techniques, but the use is narrow. This shows the large reserves in marketing techniques and the opportunities to make the communications strategies of these companies more efficient. Future research should validate these findings by means of quantitative methods to propose actions for restructuring their communications strategies and techniques, as in the following decades the millennial generation will take over management positions and will call for modern forms of communication.
Czech name
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Czech description
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Publication year
2017
Confidentiality
S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Article name in the collection
DOKBAT 2017 - 13th Annual International Bata Conference for Ph.D. Students and Young Researchers
ISBN
978-80-7454-654-9
ISSN
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e-ISSN
neuvedeno
Number of pages
13
Pages from-to
273-280
Publisher name
Fakulta managementu a ekonomiky, UTB ve Zlíně
Place of publication
Zlín
Event location
Zlín
Event date
Apr 26, 2017
Type of event by nationality
WRD - Celosvětová akce
UT code for WoS article
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