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| Author: | Gilliland, D. Johnson, W. |
| Title: | Toward a model of business-to-business marketing communications effects |
| Journal: | Industrial Marketing Management
1997 : JAN, VOL. 26:1, p. 15-30 |
| Index terms: | INDUSTRIAL MARKETING MANAGEMENT COMMUNICATIONS INDUSTRY |
| Language: | eng |
| Abstract: | Inherent differences between business-to-business marketing and consumer marketing results in important differences in how marketing communications tools are processed and acted on by their targets. a model of business-to-business marketing communications effects should consider these differences and adequately explain both internal reactions to advertisements and externally directed influence toward other members of a buying center. The authors suggest a typology of contextual differences between consumer and business-to-business marketing communications and develop an explanatory model of business-to-business communications effects. |
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