Change search
CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • harvard1
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf
Marketing communication in a B2B market: a case study of the store interior industry
Jönköping University, Jönköping International Business School.
Jönköping University, Jönköping International Business School.
Jönköping University, Jönköping International Business School.
2006 (English)Independent thesis Basic level (degree of Bachelor), 10 points / 15 hpStudent thesis
Abstract [en]

Background: Today firms are facing increased global competition, and it results in shor-ter product life cycles. The present situation demand firms to focus more on marketing and how to communicate with the customers. In the mar-keting field there has always existed a perceived dichotomy between B2B and B2C markets. It is said that B2B markets must be handled differently than B2C markets. Recently the perceptions have changed and it is said that B2B and B2C markets have more similarities than previously as-sumed, and this might affect the decision about which marketing tools to implement. This could even change the old way of thinking, which states that B2C marketing tools cannot be used effectively in a B2B market. Theories show that brand awareness is of crucial importance in B2C mar-kets. Will the change of market structure make brand awareness equally important in a B2B market?

Purpose: The purpose of this thesis is to critically analyze the attitudes towards dif-ferent B2B marketing tools and the possible appropriateness of using B2C marketing tools in a B2B market in order to achieve brand awareness.

Method: A qualitative approach has been used in order answer the purpose of the thesis. ROL AB has been used as a case study, and 13 open phone inter-views have been conducted with existing and potential customers of ROL AB. Furthermore, two interviews have been conducted with firms that successfully use B2C marketing tools in B2B markets.

Conclusions: The typical characteristics of B2B markets show a tendency to blur. This insinuates that brands are gaining importance in the B2B market. In order to react to this change, B2B firms need to increase their brand awareness. The traditional relational (B2B) marketing tools seems no longer to be suf-ficient to be used alone but now need to be accompanied with transac-tional (B2C) marketing tools.

Place, publisher, year, edition, pages
2006. , 74 p.
Keyword [en]
Marketing communication, marketing tools, B2B markets, brand awareness
National Category
Business Administration
Identifiers
URN: urn:nbn:se:hj:diva-639OAI: oai:DiVA.org:hj-639DiVA: diva2:4356
Uppsok
samhälle/juridik
Supervisors
Examiners
Available from: 2007-01-17 Created: 2007-01-17

Open Access in DiVA

fulltext(1641 kB)13692 downloads
File information
File name FULLTEXT01.pdfFile size 1641 kBChecksum MD5
5110d39c10f3c34df9c12cedd43c8e4e87b3d2c92a579d4cac47d01b3177548ff2ba18ac
Type fulltextMimetype application/pdf

By organisation
Jönköping International Business School
Business Administration

Search outside of DiVA

GoogleGoogle Scholar
Total: 13692 downloads
The number of downloads is the sum of all downloads of full texts. It may include eg previous versions that are now no longer available

Total: 2587 hits
CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • harvard1
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf