haku: @indexterm Industrial marketing / yhteensä: 439
viite: 130 / 439
| Tekijä: | Gilliland, D. Johnson, W. |
| Otsikko: | Toward a model of business-to-business marketing communications effects |
| Lehti: | Industrial Marketing Management
1997 : JAN, VOL. 26:1, p. 15-30 |
| Asiasana: | INDUSTRIAL MARKETING MANAGEMENT COMMUNICATIONS INDUSTRY |
| Kieli: | eng |
| Tiivistelmä: | 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. |
SCIMA