CONCEPTUAL DEVELOPMENT AND DETERMINANTS OF BUSINESS TO BUSINESS MARKETING IN CONTEMPORARY BUSINESS

Željko Dević

doi:10.5937/

Authors

Željko Dević High economic professional school Peć in Leposavić Author

DOI:

https://doi.org/10.5937/

Keywords:

business to business marketing, concept, economic importance, specifics of interorganizational markets

Abstract

This paper discusses the conceptual framework of business to business marketing in accordance with contemporary business conditions. This creates a valid basis for the formulation of specific methodological approaches in the field of effective functioning of the industrial companies in the business to business or interorganizational market. Furthermore, this allows more thorough insight into the specific challenges related to creating business and marketing strategies in this area. For these reasons, in addition to the basic conceptual aspects of business to business marketing, the paper analyzes the key specifics of the modern interorganizational market which confirm the need for special treatment of this especially important area in the modern business environment.

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