MARKETING COMMUNICATIONS ON B2B MARKETS

Kód výsledku v 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>

Výsledek na webu

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DOI - Digital Object Identifier

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Jazyk výsledku

angličtina

Název v původním jazyce

MARKETING COMMUNICATIONS ON B2B MARKETS

Popis výsledku v původním jazyce

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.

Název v anglickém jazyce

MARKETING COMMUNICATIONS ON B2B MARKETS

Popis výsledku anglicky

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.

Druh

D - Stať ve sborníku

CEP obor

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OECD FORD obor

50204 - Business and management

Projekt

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Návaznosti

V - Vyzkumna aktivita podporovana z jinych verejnych zdroju

Rok uplatnění

2017

Kód důvěrnosti údajů

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

Název statě ve sborníku

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

Počet stran výsledku

13

Strana od-do

273-280

Název nakladatele

Fakulta managementu a ekonomiky, UTB ve Zlíně

Místo vydání

Zlín

Místo konání akce

Zlín

Datum konání akce

26. 4. 2017

Typ akce podle státní příslušnosti

WRD - Celosvětová akce

Kód UT WoS článku

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