International marketing communications in the business-to-business market [Elektronski vir]
Završnik, Bruno ; Jerman, Damjana, 1972-
This paper focuses on the business-to-business marketing communication of industrial firms in the Slovenian, Croatian, Bosnian, Serbian, and Montenegro markets. Marketing communications tools used to ...communicate offerings to consumers differ from those used to communicate offerings to business customers. A study explored the issues from a customer's perspective and surveyed industrial customers of logistical services regarding appropriate communication tools. It was found that logistics services are subject to several existing differences across the Former Yugoslavia and indicated a need to use different marketing communications tools for different logistics providers in these markets. The paper concludes with a discussion of results, implications, and directions for future research.
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