Особенности b2b-подхода при внедрении и планировании онлайновых маркетинговых коммуникаций 
Иенсен М.

Гипотезы;
Сбор информации и методология;
Дефиниция параметров;
Результаты;
Выводы, ограничения и практическое применение в менеджменте;

Ключевые слова: b2b, маркетинговые коммуникации в Интернете, планирование коммуникаций в b2b и b2с-компаниях, интернет-реклама

Аннотация

В статье рассматривается вопрос о необходимости усовершенствования методов планирования онлайновых маркетинговых коммуникаций в b2b-компаниях. Приводятся результаты эмпирического исследования, проведенного в крупных датских компаниях. Анализируется относительная значимость онлайновых и офлайновых маркетинговых коммуникаций для компаний b2с- и b2b -сектора, сравниваются затраты на них и методы выбора приоритетов в онлайновых коммуникациях.

Журнал: «Реклама. Теория и практика» — №5, 2007 (© Издательский дом Гребенников)
Объем в страницах: 14
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Иенсен Мортен Бах

Главный бизнес-исследователь датского помпового завода Grundfos. Аффилирован в качестве доктора философии Копенгагенским университетом информационных технологий и Копенгагенской школой бизнеса. Последние 12 лет занимался маркетингом в крупных промышленных.

Копенгаген