Principle Differences between B2B and B2C Marketing Communication Processes

Rėklaitis Kęstutis () and Pilelienė Lina ()
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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.

Management of Organizations: Systematic Research, 2019, vol. 81, issue 1, 73-86

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.

Keywords: business-to-business; business-to-consumer; communication process; marketing communication (search for similar items in EconPapers)
Date: 2019
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (3)

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Persistent link: https://EconPapers.repec.org/RePEc:vrs:morgsr:v:81:y:2019:i:1:p:73-86:n:5

DOI: 10.1515/mosr-2019-0005

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