Economic Themes (2011) 49 (2) 9, 281-296
Mirjana Gligorijević, Radmila Janičić
Abstract: The paper gives a theoretical and practical analysis of integrated marketing communications (IMC) in companies’ brand building in the business market. Establishing brand in the business-to-business (B2B) environment is different from branding to the general audience. Understanding how branding works in the business market is thus a priority. The nature and complexity of business-to-business marketing requires a holistic brand approach, encompassing trust creation, confidence and comfort for all partners in the buying process. After reviewing the literature, the paper emphasizes the analysis of the specific aspects of IMC in the business sector, in terms of the specificities of business-to-business (B2B) marketing communications, and development of companies` brand building. The purpose of this paper is to assess the unique role of IMC in successful companies branding in B2B marketing.
Keywords: Integrated marketing communications; B2B brand; companies’ brand building; and promotion mix
INTEGRATED MARKETING COMMUNICATIONS IN B2B COMPANIES’ BRAND BUILDING
Mirjana Gligorijević, Radmila Janičić
Abstract: The paper gives a theoretical and practical analysis of integrated marketing communications (IMC) in companies’ brand building in the business market. Establishing brand in the business-to-business (B2B) environment is different from branding to the general audience. Understanding how branding works in the business market is thus a priority. The nature and complexity of business-to-business marketing requires a holistic brand approach, encompassing trust creation, confidence and comfort for all partners in the buying process. After reviewing the literature, the paper emphasizes the analysis of the specific aspects of IMC in the business sector, in terms of the specificities of business-to-business (B2B) marketing communications, and development of companies` brand building. The purpose of this paper is to assess the unique role of IMC in successful companies branding in B2B marketing.
Keywords: Integrated marketing communications; B2B brand; companies’ brand building; and promotion mix
