Marketing communications in the industrial relations
DOI:
https://doi.org/10.18041/1900-0642/criteriolibre.2013v11n18.1137Keywords:
purchasing center, industrial marketing, digital marketing, social networksAbstract
Industrial marketing has been a relatively low level development field within the general marketing theory compared to other branches of the topic. Despite the main developments that go back to several decades, its theories and postulates are still in use and not much has been recently formulated. This article’s purpose is to invite the readers to reflect about new ways to develop communications in the industrial sector, considering it is a complex field that demands different approaching levels and contact with the related actors. All of the latter, beginning with the technological and conceptual advances that have permeated communications during the 20th and 21st Centuries, portrayed by the computer Era and the developments brought by it.
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References
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Berthon, P.; Lane, N.; Pitt, L.; Watson, R. T. (1998). The World Wide Web as an Industrial Marketing Communication Tool: Models for the Identification and Assessment of Opportunities. Journal of marketing management, 14(7).
Bottinelli, N. (2010). Profesionales conectados. una guía para iniciarse en linkedin. Argentina:OfficenetStaples.Recuperadode:http://empezarenlinkedin.com.ar/profesionales_ conectados.pdf
Brown, B.C. (2006). How to use the internet to advertise, Promote, and market your Business or Web Site . With little or no money. Ocala, Florida: Atlantic Publishing Group.
Choffray, J. ; Lilien, G. L. (1978). Assessing response to industrial marketing strategy. Journal of marketing, 42(2).
Christian, R. C. (1964). A Systems Approach to Industrial Marketing Communications. Journal of marketing, 28(4).
Christian, R. C.; Lewis, M. C. (1966). A Leap into the Future of Industrial Marketing. Journal of marketing, 30(2).
Derlega, V.; Janusz, G. (1979). Appropriateness of Self-Disclosure. In Self-Disclosure: Origins, Patterns, and implications of Openness in interpersonal relationships. San Francisco, CA: Ed. Gordon Chelune, Jossey-Bass.
Domínguez, A.; Muñoz, G. (2010). Métricas de Marketing Digital. En Domínguez, A. y Muñoz, G. (2010). métricas del marketing. Madrid: ESIC Editorial.
Doyle, S. (2007). The role of social networks in marketing. Journal of Database marketing & customer Strategy management, 15(1).
Fisher, T. (2009). ROI in social media: A look at the arguments. Journal of Database marketing & customer Strategy management, 16(3).
Gregurec, I.; Ević, T.; Dobrinić, D. (2011). The importance of database marketing in social network advertising. international Journal of management cases, 13(4).
Gudykunst, W. (1985). A model of uncertainty reduction in intercultural encounters. Journal of language and Social Psychology, 4(2).
Hackworth, B. A.; Kunz, M. B. (2011). Health care and social media: building relationships via social networks. academy of Health care management Journal, 7(2).
Hoffman, D.; Novak, T. (2011). Marketing Communication in a Digital Era. marketing management, 20(3).
Holzner, S. (2008). facebook marketing: leverage Social media to grow your Business. Indianapolis, IN, EE.UU.
Honnalli, S. H. (2011). An Overview of Industrial Marketing. advances in management, 4(11).
Kaplan, A.; Haenlein, M. (2010). Users of the World, Unite! The Challenges and Opportunities of Social Media. Business Horizons, 53(1).
Kierzkowski, A.; Mcquade, S.; Waitman, R.; Zeisser, M. (1996). Marketing to the digital consumer. mckinsey Quarterly, (3).
Kim, S. J. (2008). A Framework for Advertising in the Digital Age. Journal of advertising research.
Lilien, G. L.; Silk, A. J.; Choffray, J.; Rao, M. (1976). Industrial Advertising Effects and Budgeting Practices. Journal of marketing, 40(1).
Lotshaw, E. P. (1970). Industrial Marketing: Trends and Challenges. Journal of marketing, 34(1).
Park, N.; Kee, K. F.; Valenzuela, S. (2009). Being Immersed in Social Networking Environment: Facebook Groups, Uses and Gratifications, and Social Outcomes. cyberpsychology & Behavior, 12(6).
Parsons, J. (2012). The State of App Advertising. folio: the magazine for magazine management.
Parsons, A.; Zeisser, M.; Waitman, R. (1998). Organizing Today For The Digital Marketing of Tomorrow. Journal of interactive marketing. John Wiley & Sons), 12(1).
Reynolds, F. D.; Darden, W. R. (1971). Mutually adaptive effects of interpersonal communication. Journal of marketing research, 8(4).
Sheth, J. N. (1973). A Model of Industrial Buyer Behavior. Journal of marketing, 37(4).
Shu-Shuan, C. (2011). Viral advertising in social media: participation in Facebook groups and responses among college-aged users. Journal of interactive advertising [serial online]. 12(1). Disponible en: Business Source Complete, Ipswich, MA. Recuperado en abril 2, 2012.
Vallenilla, R. (2011). Las marcas llegaron a las redes sociales. Debates ieSa, 16(1).
Webster, F. E. & Jr. (1978). Management science in industrial marketing. Journal of marketing, 42(1).
Yoram, (Jerry) Wind (2006). Blurring the lines: is there a need to rethink industrial marketing? Journal of Business & industrial marketing, 21(7).
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Published
2017-11-16
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Section
Artículos
How to Cite
VILLAMARÍN GARCÍA, J. M., & RAMÍREZ ANGULO, J. (2017). Marketing communications in the industrial relations. Criterio Libre, 11(18), 305-330. https://doi.org/10.18041/1900-0642/criteriolibre.2013v11n18.1137
