haku: @author Gilliland, D. I. / yhteensä: 5
viite: 4 / 5
| Tekijä: | Gilliland, D. I. Johnston, W. J. |
| Otsikko: | Toward a model of business to business marketing communications effects |
| Lehti: | Industrial Marketing Management
1997 : JAN, VOL. 26:1, p. 15-29 |
| Asiasana: | |
| Vapaa asiasana: | MARKETING, WERBUNG, WERBEPSYCHOLOGIE |
| 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. 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 marketing communications effects. Finally, a research agenda is proposed and practical implications for marketing managers are discussed. |
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