Guest editorial

Abstract

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Principle Differences between B2B and B2C Marketing Communication Processes

“…According to P. J. Kitchen (2017), in B2C markets marketing communication activities are often focused upon customers and prospects; therefore, the need for measuring and analysing marketplace results emerges. M. Malinowska (2013) suggests that achieving to assess the effectiveness of marketing communica-tion, it is necessary to enable its feedback; consequently, the better match to target market's requirements will be ensured in the future.…”

“…Consumers' decision will be more emotional: they will not put so much effort on analysis of other alternatives or competitors; however, M. A. Camilleri (2018) argues that sometimes they also may be interested in the features and benefits of products or services. However, the emphasis on emotions often smothers proper targeting, resulting in disruptive and irrelevant to consumers messages which are often understood as environmental noise (Kitchen, 2017).…”

“…Kitchen (2012) emphasize that nowadays a variety of communicational and promotional tools is increasing thus enabling conventional and interactive media channels and forms to disseminate marketing messages. Moreover, as a variety of marketing channels is increasing and the media is getting more complex, it is becoming more difficult to reach or access target consumers, as well as influence and persuade them (Kitchen, 2017). The marketing clutter is becoming more and more complex as 'everyone is exposed to commercial messages during a typical day: radio and TV commercials, ads in the morning newspaper, billboards along the highway, solicitations in the mail, calls from telemarketers, web page banners, among others' (Camilleri, 2018).…”

“…According to P. J. Kitchen (2017), integrated marketing communications has become one the most influential marketing management frameworks over the last two decades: 'it is now the overarching theme of every marketing communications text, it is the title for chapters in marketing management texts, and it is the oft repeated theme of professional books and articles presented at practitioner and academic conferences' .…”

Discovering surrogate branding via online image development: A case from India

“…These loops facilitate brands in delineating potential negative sentiments and reactions of consumers concerning a brand and its communications. Based on these reactions, the most optimal means of reducing possibilities of disconnections can be determined via brand advertisements and other communications (Kitchen, 2017). This dimension is the last and most important step in surrogate branding.…”