Research Insight 8.2

Throughout the textbook reference is made to seminal academic papers (as part of the Research Insights features) that can assist you in the further development of your understanding of a particular concept or theory that has been introduced. Organized by chapter, this resource provides links to these seminal papers.

Please note that your institution will require a subscription to the relevant journal for you to access the full text of the articles. If you are unsure how to do this, please contact your university librarian. Often professional bodies, such as the Chartered Institute of Marketing, also offer access to journals via their library services. Alternatively, you can purchase the articles directly from the source website.

 

Source: Gilliland, D.I. and Johnston, W.J. (1997), ‘Toward a model of business-to-business marketing communications effects’, Industrial Marketing Management, 26, 15–29.

Abstract: Inherent differences between business-to-business marketing and consumer marketing results in important differences in how marketing communications tools are processed and acted on by their targets. A model of business-to-business marketing communication effects should consider these differences and adequately explain both internal reactions to advertisements, and externally directed influence toward other members of a buying centre. We suggest a typology of contextual differences between consumer and business-to-business marketing communications and develop an explanatory model of business-to-business marketing communications effects. The model is congruent with both existing buying centre behaviour models and an information processing approach to attitude formation. Both emotional and cognitive responses to marketing communications stimuli are related to personal influence attempts within an organizational buying centre. Finally, a research agenda is proposed and practical implications for marketing managers are discussed.

Insight: An interesting paper that is based around a model that is designed to address how marketing communications works, but in a business-to-business environment. The authors introduce a number of important concepts and issues that relate to the subject in different ways.

URL: http://www.sciencedirect.com/science/article/pii/S0019850196000326

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