About: NEW APPROACHES TO THE BUSINESS-TO-BUSINESS MARKETING COMMUNICATION

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rdf:type	skos:Concept http://linked.opendata.cz/ontology/domain/vavai/Vysledek
Description	Approach to the business-to-business communication goes through the significant changes. The global crisis caused the shift to cheaper communication methods with the stress to the overall communication efficiency. The Internet and social on-line networks gets to the foreground. Former approach of the group to group communication is also revised according to the new requirements on the business-to-business communication targets and new possibilities of more efficient marketing communication tools. The importance is given to the multi-layer communication and integrated marketing communication. This paper is based on the revision of current theoretical literature and the main aim is to describe motives of integrated marketing communication creating, specifics of business-to-business messages and current significant change in the incentives from rational to emotional, which are targeting individual members rather than groups or firms. The paper proposes new trends and approaches in current business to business communication based on the Gilliland’s and Johnston’s communication model published in 1997. Approach to the business-to-business communication goes through the significant changes. The global crisis caused the shift to cheaper communication methods with the stress to the overall communication efficiency. The Internet and social on-line networks gets to the foreground. Former approach of the group to group communication is also revised according to the new requirements on the business-to-business communication targets and new possibilities of more efficient marketing communication tools. The importance is given to the multi-layer communication and integrated marketing communication. This paper is based on the revision of current theoretical literature and the main aim is to describe motives of integrated marketing communication creating, specifics of business-to-business messages and current significant change in the incentives from rational to emotional, which are targeting individual members rather than groups or firms. The paper proposes new trends and approaches in current business to business communication based on the Gilliland’s and Johnston’s communication model published in 1997. (en)
Title	NEW APPROACHES TO THE BUSINESS-TO-BUSINESS MARKETING COMMUNICATION NEW APPROACHES TO THE BUSINESS-TO-BUSINESS MARKETING COMMUNICATION (en)
skos:prefLabel	NEW APPROACHES TO THE BUSINESS-TO-BUSINESS MARKETING COMMUNICATION NEW APPROACHES TO THE BUSINESS-TO-BUSINESS MARKETING COMMUNICATION (en)
skos:notation	RIV/61989100:27510/11:86081412!RIV12-MSM-27510___
http://linked.open...avai/riv/aktivita	V
http://linked.open...avai/riv/aktivity	V
http://linked.open...iv/cisloPeriodika	16
http://linked.open...vai/riv/dodaniDat	2012
http://linked.open...aciTvurceVysledku	Chlebišová, Eva Zajarošová, Markéta Kyzeková, Jana
http://linked.open.../riv/druhVysledku	J - Článek v odborném periodiku
http://linked.open...iv/duvernostUdaju	S - Úplné a pravdivé údaje nepodléhající ochraně podle zvláštních právních předpisů
http://linked.open...titaPredkladatele	Vysoká škola báňská - Technická univerzita Ostrava / Ekonomická fakulta
http://linked.open...dnocenehoVysledku	215748
http://linked.open...ai/riv/idVysledku	RIV/61989100:27510/11:86081412
http://linked.open...riv/jazykVysledku	eng - angličtina
http://linked.open.../riv/klicovaSlova	business-to-business marketing, marketing communication tools, IMC, organizational buying behaviour (en)
http://linked.open.../riv/klicoveSlovo	IMC business-to-business marketing marketing communication tools organizational buying behaviour
http://linked.open...odStatuVydavatele	LT - Litevská republika
http://linked.open...ontrolniKodProRIV	[708338B2C407]
http://linked.open...i/riv/nazevZdroje	Economics and management
http://linked.open...in/vavai/riv/obor	AE
http://linked.open...ichTvurcuVysledku	3 (xsd:int)
http://linked.open...cetTvurcuVysledku	3 (xsd:int)
http://linked.open...UplatneniVysledku	2011
http://linked.open...v/svazekPeriodika	Neuveden
http://linked.open...iv/tvurceVysledku	Chlebišová, Eva Kyzeková, Jana Zajarošová, Markéta
issn	1822-6515
number of pages	7 (xsd:int)
http://localhost/t...ganizacniJednotka	27510

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