The effectiveness of business-to-business marketing communications
This paper would outline the importance of the management of business-to-business marketing communications in today's challenge environment. Efficient business-to-business marketing communications requires understanding of the business-to-business marketing context. The changing environment and...
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| Main Authors: | , |
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| Format: | Book Chapter |
| Jezik: | English |
| Teme: | |
| Sorodne knjige/članki: | Vsebovano v:
Economic integrations, competition and cooperation |
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| LEADER | 01993naa a2200193 ib4500 | ||
|---|---|---|---|
| 001 | 9189660 | ||
| 003 | SI-MaCOB | ||
| 005 | 20070810000000.0 | ||
| 008 | 070810s2007 ci |||||s|||||||| ||eng c | ||
| 040 | |a EPF |b slv |c SI-MaIIZ |e ppiak | ||
| 080 | |a 339.138 | ||
| 100 | 1 | |a Završnik, Bruno. |4 aut | |
| 245 | 0 | 0 | |a The effectiveness of business-to-business marketing communications |h [Elektronski vir] / |c Bruno Završnik, Damjana Jerman. |
| 300 | |a 10 str. | ||
| 504 | |a Bibliografija: str. 8-10. | ||
| 520 | |a This paper would outline the importance of the management of business-to-business marketing communications in today's challenge environment. Efficient business-to-business marketing communications requires understanding of the business-to-business marketing context. The changing environment and fierce competition continuously create new challenges for the management of marketing communications. In the paper we will examine marketing communications in the business-to-business marketing communications. The paper will consist of two parts: the theoretical foundation for the analysis of the business-to-business marketing communications and the empirical analysis, based on the primary data collected. An empirical investigation of 200 respondents from Slovenian market will reveal different attitudes of respondents towards various marketing communications tools. Based on the survey of Slovenian firms - we will conclude that the structure of marketing communications mix in the sample of firms doesn't deviate from the one, proposed in theory. The paper closes with the implications of the findings and highlights promising future research avenues. | ||
| 653 | 0 | |a trženje |a tržno komuniciranje |a marketing |a marketinški splet | |
| 700 | 1 | 2 | |a Jerman, Damjana, |d 1972- |4 aut |
| 773 | 0 | |a International Conference Economic Integrations, Competition and Cooperation (6 : 2007 : Opatija) |t Economic integrations, competition and cooperation |d Rijeka [etc.] : Faculty of Economics [etc.], 2007 |w 9188124 |g 10 str. | |