New Approaches to the Business-to-Business Marketing Communication

ISSN 1822-6515
EKONOMIKA IR VADYBA: 2011. 16

ISSN 1822-6515
ECONOMICS AND MANAGEMENT: 2011. 16

NEW APPROACHES TO THE BUSINESS-TO-BUSINESS MARKETING
COMMUNICATION
Eva Chlebišová1, Jana Kyzeková2, Markéta Zajarošová3
1

Technical University Ostrava, Czech Republic, [e-mail]
Technical University Ostrava, Czech Republic, [e-mail]
3
Technical University Ostrava, Czech Republic, [e-mail]
2

Abstract
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-togroup 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-tobusiness communication based on the Gilliland’s and Johnston’s communication model published in 1997.
Keywords: business-to-business marketing, marketing communication tools, IMC, organizational buying behaviour.
JEL Classification: M31.

Introduction
Differences between communication in business-to-business (B2B) markets and communication with consumers have to reflect the specifics of decision making process. On consumer markets, communication relates not only to pre-buying and buying behaviour, but

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