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1131TYPESOFMARKETINGCOMMUNICATIONINAMODELAPPROACH
HåkanssonandWootz(1979).Håkansson,ÖstbergandWootzconsequentlycontrib-
utedtothecreationoftheIndustrialMarketingGroup(IMP)focusingonmarketing
solutionsinthefieldofB2Bmarketactivities.Inthefurtherdevelopmentofworkson
thespecificityofmarketingintheB2Bmarket,theconceptofanetworkmodelwas
developed,indicatingthenatureofrelationsbetweenentities(Håkansson,Johanson1988,
2001).ThenetworkmodelhasgainedalargenumberofsupportersbothinthePolish
andinternationalmarket(e.g.Cunningham,Turnbull1982;Axelsson,Easton1992;
Anderson1995;Easton,Håkansson1996;Blois1999;Brennan,Canning2002;Ritter,
WilkinsonandJohnston2004;Ford,Redwood2005;Wilkinson,Morlacchi,Young2005;
Mattsson,Johanson2006;Tahtinen,Vaaland2006;Rosińska-Bukowska2012;Fonfara,
Ratajczak-Mrozek,Leszczyński2016),whodevelopresearchonthenetworkapproach,
thenatureofentitiesinvolvedinthecreationofthenetwork,aswellasmarketingde-
cisionsmadeontheB2Bmarket.
ThedichotomyofB2BandB2Cmarketsandmarketinghasalsobeencriticizedby
someoftheenvironment.Itwasarguedthatinrealitytheentitiesinthemarketsdiffer
inadifferentway.Thedistinctivenessofmarketingactivitiesinthecontextofthesedif-
ferenceswasquestioned(Fern,Brown1984;Jackson,Cooper1988;Wieczerzycki2013).
Inaddition,Pels(1999)showedthataB2B-specificnetworkapproachcanalsobeused
toanalyzetheB2Cmarket.Inheropinion,buildingrelationshipsthatformthebasisof
thenetworkconceptisnecessaryinbothcases(Wieczerzycki2013).Theviewonthis
subjectisbecomingmoreandmoreappreciated.Itisconnectedwiththedevelopment
ofnewmediaaswellasmobilecommunication.
DuetothedistinctivenessofB2BandB2Cmarkets,whichrelatebothtothena-
tureoftheparticipants,theimportanceofbuildingrelationshipsandthespecificityof
themessage,thefollowingsubchaptersfocusonthemarketingcommunicationprocess
modelshighlightingthespecificityofthemarketsinquestion.
1.3.2.MarketingcommunicationmodelsinB2BandB2Cmarkets
Marketingcommunicationmodelsareasynthesisofconsiderationsandschemespre-
sentedintheareaofsocial,interpersonalandmasscommunication.Theevolutionof
thecommunicationprocessisconditionedbythedevelopmentoftheInternetalongwith
itstools,aswellasnewtechnologiesthataffectthemodificationofthecommunication
method(Wiktor2013)6.
6Thesourceliteraturepresentsmanydifferentmodelsofsocialcommunication.ThestudybyWiktor
(2013)presentsindetailmodelsofsocialcommunicationdividedintofourgroups:transmission,expression,
publicityandreceptionmodels.Duetothepurposeandcharacterofthemonograph,theauthordecided
tofocusprimarilyonmarketingcommunicationmodels,beingawarethatsocialcommunicationmodels
areinmanycasesthebasisofmarketingcommunicationtypes.
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