The effectiveness of marketing communication tools in business-to-business settings : a study of buyer responsiveness in the marine lubricants industry

• Main Authors: Ong, Pei Wen, Gao, Christina Fangda, Tang, Ursula
• Other Authors: Lim Kui Suen, Lewis
• Format: Final Year Project
• Language: English
• Published: 2011
• Subjects: DRNTU::Business::Marketing::Communication
• Online Access: http://hdl.handle.net/10356/44127
• Institution: Nanyang Technological University

Past research has shown that companies in business-to-business (B2B) industries are more inclined to rely on personal selling than on marketing communication tools to promote products to customers. Yet, anecdotal evidence suggests that a more proactive use of marketing communication tools can bring...