A Study on B2B and B2C Marketing Communication Processes
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Date
2022-11-11
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International Journal of Novel Research and Development
Abstract
For a long time, marketing communication has been known as an important activity provided by organizations in order to inform, attract, and persuade consumers. However, recent shift of orientation from transactional to relational approach has also changed communicational objectives from ‘inform, persuade and remind’ to ‘inform, listen and respond’. Only the measures and ways of information flows, also the specifics of information are getting different. Marketing communication is used to provide selected information to customers. Achieving to provide consumers with purposeful information, marketing communication strategies or integrated marketing communication (IMC)(Porcu et al., 2019) are implemented, integrated marketing communications has become one the most influential marketing management frameworks over the last two decades: ‘it is now the overarching theme of every marketing communications text, it is the title for chapters in marketing management texts, and it is the often repeated theme of professional books and articles presented at practitioner and academic conferences. In B2B sector, companies are more focusing on the logic of the product and its features. It shows that marketing communication strategies in B2B and B2C sectors have to be based on different presumptions. However, customer orientation is common for both processes. The problem solved in this paper is Accordingly the object of the research is the differences in marketing communication process in business-to-consumer and business-to-business markets and the aim is to determine the differences of marketing communication processes in business-to-consumer and business-to-business markets and this research a secondary data was used. Data collection was based on a content analysis. The results of the research showed that there are differences between marketing communication process in business-to-consumer and business-to-business markets. The main differences are: communication channels, target audience, communication objectives, communication strategies, communication mix. Therefore, the study found that marketing communication process in business-to-consumer and business-to-business markets should be based on different presumptions.
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Keywords
Communication, Business, Strategy, Presumptions
Citation
"A Study on B2B and B2C Marketing Communication Processes", IJNRD - INTERNATIONAL JOURNAL OF NOVEL RESEARCH AND DEVELOPMENT (www.IJNRD.org), ISSN:2456-4184, Vol.7, Issue 11, page no.b648-b654, November-2022, Available :https://ijnrd.org/papers/IJNRD2211177.pdf