NEW APPROACHES TO THE BUSINESS-TO-BUSINESS MARKETING COMMUNICATION

Kód výsledku v 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>

Výsledek na webu

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DOI - Digital Object Identifier

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Jazyk výsledku

angličtina

Název v původním jazyce

NEW APPROACHES TO THE BUSINESS-TO-BUSINESS MARKETING COMMUNICATION

Popis výsledku v původním jazyce

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

Název v anglickém jazyce

NEW APPROACHES TO THE BUSINESS-TO-BUSINESS MARKETING COMMUNICATION

Popis výsledku anglicky

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

Druh

J_x - Nezařazeno - Článek v odborném periodiku (Jimp, Jsc a Jost)

CEP obor

AE - Řízení, správa a administrativa

OECD FORD obor

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Projekt

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Návaznosti

V - Vyzkumna aktivita podporovana z jinych verejnych zdroju

Rok uplatnění

2011

Kód důvěrnosti údajů

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

Název periodika

Economics and management

ISSN

1822-6515

e-ISSN

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Svazek periodika

Neuveden

Číslo periodika v rámci svazku

16

Stát vydavatele periodika

LT - Litevská republika

Počet stran výsledku

7

Strana od-do

1231-1237

Kód UT WoS článku

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EID výsledku v databázi Scopus

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