International Journal For Multidisciplinary Research

E-ISSN: 2582-2160   •   Impact Factor: 9.24

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A Study on the Efficiency of Marketing Communications in Business-to-business Markets

Author(s) Mohammed Samiuddin Sahem
Country India
Abstract The consumer market has received a lot of attention in marketing communications research, with the business-to-business sector receiving minimal attention up until this point. The creation and evaluation of a model of marketing communication efficacy in the business-to-business market are the main topics of this essay. The model, which incorporates aspects of marketing communication objectives, bidirectional communications, and communications channels, is tested to examine the impact economic research of these antecedent variables on marketing communications effectiveness and organizational performance, building on prior research from the marketing communications and business-to-business marketing literature. The core idea of marketing communication effectiveness is that it has a positive impact on organizational performance. It is predicated on the idea that there are factors that can positively influence how successful marketing communications are. Managerial implications are examined, and ideas for more research are offered.
Keywords Marketing communication effectiveness, business-to-business markets, marketing communication objectives, organizational performance, structural equation modeling.
Field Business Administration
Published In Volume 5, Issue 6, November-December 2023
Published On 2023-12-26
Cite This A Study on the Efficiency of Marketing Communications in Business-to-business Markets - Mohammed Samiuddin Sahem - IJFMR Volume 5, Issue 6, November-December 2023. DOI 10.36948/ijfmr.2023.v05i06.10785
DOI https://doi.org/10.36948/ijfmr.2023.v05i06.10785
Short DOI https://doi.org/gs98s8
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