Principle Differences between B2B and B2C Marketing Communication Processes

Kęstutis Rėklaitis; Lina Pilelienė

doi:10.1515/mosr-2019-0005

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Principle Differences between B2B and B2C Marketing Communication Processes

Management of Organizations: Systematic Research

Volume 81 (2019): Issue 1 (June 2019)

By: Kęstutis Rėklaitis and Lina Pilelienė

Open Access

|Oct 2019

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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Articles in this issue

DOI: https://doi.org/10.1515/mosr-2019-0005 | Journal eISSN: 2335-8750 | Journal ISSN: 1392-1142

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Language: English

Page range: 73 - 86

Submitted on: May 30, 2019

Accepted on: Jul 31, 2019

Published on: Oct 30, 2019

Published by: Vytautas Magnus University, Faculty of Economics and Management

In partnership with: Paradigm Publishing Services

Publication frequency: 2 issues per year

Keywords:

business-to-business,

business-to-consumer,

communication process,

marketing communication

Related subjects:

Business and economics,

Business management,

Marketing, sales, customer relations,

Management, organization, corporate governance,

Business development, change management, cooperation,

Human resources, labor practice, job and career

© 2019 Kęstutis Rėklaitis, Lina Pilelienė, published by Vytautas Magnus University, Faculty of Economics and Management
This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 License.

Volume 81 (2019): Issue 1 (June 2019)