Marketing Communication Tools for B2B Market: Specific Aspects of Choice and Implementation

Abstract The choice of marketing communication tools for industrial companies is the complexity, increased financial and reputational losses, because B2B market contains a number of features. Master's thesis "Marketing communication tools for B2B market: specific aspects of choice and implementation" contains scheme that enables B2B companies choose a set of marketing tools, appropriate to the situation. Selection is based on a number of criteria: marketing strategy, customer segment, type of marketing practices, the situation of purchase. The paper studied process of selection marketing tools in industrial companies. Based on the results of research and study of the works of other authors, it has developed a scheme of selection tools of marketing communications for B2B markets. Then the scheme was approved by the example of several companies. The scientific novelty of the work lies in the fact that the industrial marketing is not equal to the relationship marketing, but contains several types of marketing practices. The practical significance is expressed in the comfort of the scheme by industrial enterprises, which will identify the important aspects of their marketing activities and choose the tools of marketing communications.