Završnik, Bruno and Jerman, Damjana (2003) Global marketing communications in the business-to-business market. In: Globalization and Entrepreneurship: Fears, Challenges and Opportunities, 24-26.4.2003, Pula, Croatia.
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Sažetak
The trend of globalization, which has already been successfully reactivating the currents of international markets in the last ten years, recognizes an important role for logistic and transportation activities. The buyers of logistic services always demand higher quality, reliable and efficient transport of goods; therefore, the service provider must ensure a complete execution of all logistic and related activities. The listed facts lead to the clear need to create a competitive advantage also through marketing communications. This paper would outline the importance of the management of business-to-business marketing communications for the logistical company. Literature suggests that selling to business buyers is much different than selling to the general consumers. Given the distinct variations in marketing services to businesses as opposed to general consumers, the marketing communications tools used to communicate offerings to consumers differ from those used to communicate offerings to business customers.
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