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Marketing communications on B2B markets

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dc.title Marketing communications on B2B markets en
dc.contributor.author Povolná, Lucie
dc.relation.ispartof 13th Annual International Bata Conference for Ph.D. Students and Young Researchers (DOKBAT)
dc.identifier.isbn 978-80-7454-654-9
dc.date.issued 2017
dc.citation.spage 278
dc.citation.epage 285
dc.event.title 13th Annual International Bata Conference for Ph.D. Students and Young Researchers (DOKBAT)
dc.event.location Zlín
utb.event.state-en Czech Republic
utb.event.state-cs Česká republika
dc.event.sdate 2017-04-26
dc.event.edate 2017-04-27
dc.type conferenceObject
dc.language.iso en
dc.publisher Tomas Bata University in Zlín
dc.identifier.doi 10.7441/dokbat.2017.29
dc.relation.uri http://dokbat.utb.cz/wp-content/uploads/DOKBAT2017.pdf
dc.subject B2B en
dc.subject communications en
dc.subject content en
dc.subject customer en
dc.subject online marketing en
dc.description.abstract Business to business (B2B) communications have long been based on personal contact. With the development of internet technologies, however, part of B2B communications has moved online, and this trend will continue to increase. This article investigates how the marketing communications on modern B2B markets have been changing and provides information to European industrial companies on how to modernize their current communication techniques. In order to report on the current state of B2B communications, a literature review has been conducted. A qualitative study among representatives of the European machine tools market followed, so as to determine the state of communications in a specific part of the market. It was discovered that the European B2B marketers in the field of machine tools have an overview of the new marketing communication techniques, but the use is narrow. This shows the large reserves in marketing techniques and the opportunities to make the communications strategies of these companies more efficient. Future research should validate these findings by means of quantitative methods to propose actions for restructuring their communications strategies and techniques, as in the following decades the millennial generation will take over management positions and will call for modern forms of communication. en
utb.faculty Faculty of Management and Economics
dc.identifier.uri http://hdl.handle.net/10563/1008707
utb.identifier.rivid RIV/70883521:28120/17:63516344!RIV18-MSM-28120___
utb.identifier.obdid 43876637
utb.identifier.wok 000466528800029
utb.source d-wok
dc.date.accessioned 2019-08-07T11:46:10Z
dc.date.available 2019-08-07T11:46:10Z
utb.contributor.internalauthor Povolná, Lucie
utb.fulltext.affiliation Ing. Lucie Povolná Tomas Bata University in Zlín, Faculty of Management and Economics Mostní 5139 760 01 Zlín +420475284709 [email protected]
utb.fulltext.dates -
utb.wos.affiliation [Povolna, Lucie] Tomas Bata Univ Zlin, Fac Econ & Management, Mostni 5139, Zlin 76001, Czech Republic
utb.fulltext.faculty Faculty of Management and Economics
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