Business-to-Business Marketing Communications: A Descriptive Study

Abstract

The paper aims to understand Business-to-Business (B2B) communication in an international context. It's basically a literature review based on available secondary publications. The Schramm Model of Communication has been reviewed to understand the communication and promotional practices of 82B marketers in line with Hall 's Low-context and High context cultural dimensions. The review finds that 828 communication is far more complex in an international setting because of its unique cultural differences as well as unique behavior and role of buying center. As the buying center plays an important role in decision making process, 828 marketers use rational appeal in communication and promotional messages. Salesperson is widely used in 828 communications as compared to those of other media such as advertising, sales promotion etc. With limited use of broadcast media, 828 marketers use other alternative channels, for example, internet, web sites, corporate blogging, email etc. Finally, implication and future directions have been discussed for further researches .