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Principle Differences between B2B and B2C Marketing Communication Processes

Author

Listed:
  • Rėklaitis Kęstutis

    (MA, sales manager at Axis Industries. Kulautuvos str. 45A, Kaunas, LT-47190, Lithuania. Phone: +370 37 360234.)

  • Pilelienė Lina

    (PhD, professor at Vytautas Magnus University, Faculty of Economics and Management, S. Daukanto str. 28, Kaunas, LT-44246, Lithuania. Phone: +370 37 327856.)

Abstract

The scientific problem analysed in the article focuses on identifying the differences in the marketing communication process in a framework of business-to-consumer and business-to-business markets. The results show that although it may seem that the process itself is the same in both situations, however, it has many differences as well as many aspects in common.

Suggested Citation

  • Rėklaitis Kęstutis & Pilelienė Lina, 2019. "Principle Differences between B2B and B2C Marketing Communication Processes," Management of Organizations: Systematic Research, Sciendo, vol. 81(1), pages 73-86, June.
    • Handle: RePEc:vrs:morgsr:v:81:y:2019:i:1:p:73-86:n:5
    DOI: 10.1515/mosr-2019-0005
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    References listed on IDEAS

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    1. DURALIA Oana, 2018. "Integrated Marketing Communication And Its Impact On Consumer Behavior," Studies in Business and Economics, Lucian Blaga University of Sibiu, Faculty of Economic Sciences, vol. 13(2), pages 92-102, August.
    2. František Milichovský, 2013. "New Tools for Effective Marketing Communications," Acta Universitatis Bohemiae Meridionales, University of South Bohemia in Ceske Budejovice, vol. 16(1), pages 35-43.
    3. Key, Thomas Martin & Czaplewski, Andrew J., 2017. "Upstream social marketing strategy: An integrated marketing communications approach," Business Horizons, Elsevier, vol. 60(3), pages 325-333.
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    Cited by:

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    2. Ana-Maria Urdea & Cristinel Petrișor Constantin, 2021. "Experts’ Perspective on the Development of Experiential Marketing Strategy: Implementation Steps, Benefits, and Challenges," JRFM, MDPI, vol. 14(10), pages 1-15, October.
    3. Mihaela Tofan & Ionel Bostan, 2022. "Some Implications of the Development of E-Commerce on EU Tax Regulations," Laws, MDPI, vol. 11(1), pages 1-26, February.

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