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Creating A Concept Marketing Communication In International Business-To-Business Market

Author

Listed:
  • Zeljko Deviæ, Nikola Curæiæ, Nikola Radivojeviæ

    (Visoka ekonomska škola strukovnih studija Peæ u Leposaviæu)

Abstract

Interorganizational nature and global character of business-to-business market have given marketing communications significant role in linking industrial companies with international organizational buyers. This paper is devoted to the formulation of the global communication concept in this area. The authors specifically discuss international communications strategy in business-to-business market, as well as organization and instruments of global promotional mix with an emphasis on their effective synchronizing.

Suggested Citation

  • Zeljko Deviæ, Nikola Curæiæ, Nikola Radivojeviæ, 2014. "Creating A Concept Marketing Communication In International Business-To-Business Market," Ekonomika, Journal for Economic Theory and Practice and Social Issues 2014-03, „Ekonomika“ Society of Economists, Niš (Serbia).
    • Handle: RePEc:esb:castrc:2014-319
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    More about this item

    Keywords

    international business-to-business market; marketing communications; global promotional concept;
    All these keywords.

    JEL classification:

    • M30 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - General
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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