Principle Differences between B2B and B2C Marketing Communication Processes

Rėklaitis, Kęstutis; Pilelienė, Lina

doi:10.1515/mosr-2019-0005

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.

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Principle Differences between B2B and B2C Marketing Communication Processes

Abstract

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