B2B Marketing and its Impact on the Performance of the Company

Companies due to market conditions becoming increasingly narrow specialized, in order to achieve a competitive advantage and B2B marketing is a link between the provider and the end users. Rapidly technological and demographic changes, globalization of markets and industries, and adapting products and / or services are required adjustment of companies in terms of technology and electronic data interchange. E-commerce not only sets new requirements for the provision and management of delivery technology, but also affects and modifies also the design of business process. Therefore, in recent decades, mainly because of the Internet has radically changed the marketing approach of companies on the market and the performance of companies. This decreased cultural, geographical and mental distance. Companies uses B2B marketing in a way to ensure all necessary steps to meet the customers expectations (Lambert et al. 1996, 1-17; Womack and Jones, 1996), as the companies are aware that they depends on their performance. As we have seen in this paper, it is essential that the company ensure an adequate flow of information, and for that tey needs adequate technological support. In addition, the companies need appropriate business strategy, and of course, a support of staff and employees, because without them it is not possible to achieve the strategic goals. Positive impact of B2B Marketing on the companies success emphasize many authors. From statements in the article is presented, that it is necessary to have a clear criteria and verification for controlling selected performance. In addition, the criteria should be put forward and well understood. Very important is also the fact, that that on the the performance impact a lot of many elements, namely: technological support, attitude of staff, quality of B2B marketing activity and of course, business strategy, created by the company's management and in cooperation with employees.