Rola procesów komunikacji w budowaniu relacji partnerskich na rynku B2B

• Autorzy: Maciej Urbaniak

Warianty tytułu

The role of communication processes in building relationships and partnerships in the B2B market

• Języki publikacji: PL

Abstrakty

Celem artykułu jest przedstawienie specyficznych dla rynku B2B instrumentów i treści komunikacji niezbędnych dla skutecznego budowania relacji partnerskich. Przewaga konkurencyjna przedsiębiorstw na tym rynku uzależniona jest nie tylko od skutecznej komunikacji z nabywcami, lecz także z dostawcami będącymi istotnym ogniwem kształtowania wartości dodanej. Wartość ta nie dotyczy bynajmniej tylko dostarczania nowoczesnych rozwiązań w sferze jakości technicznej (w tym zapewnienia bezpieczeństwa, niezawodności czy ekologiczności produktów). Zakres instrumentów jak i dobór określonych treści przekazywanych komunikatów przed i po sprzedaży decyduje nie tylko o kształtowaniu wzajemnego zaufania, lecz przede wszystkim o budowaniu długookresowych obopólnie korzystnych relacji opartych na zasadach win-win. (abstrakt oryginalny)

EN

The purpose of this article is to present market instruments specific for the B2B market and the content of communication needed for effective building of partnerships. The competitive advantage of enterprises in this market depends on their effective communication not only with clients, but also with suppliers, who are an important link in the development of value added services. This value by no means refers only to providing innovative solutions in the field of technical quality (including safety, reliability, and environmental performance), but also to the increasingly wide range of services, both before and after the sale. The range of instruments and the selection of the specific content of messages before and after the sale does not only determine building mutual trust, but most of all, allows for building long-term mutually beneficial relationships based on the win-win principle. (original abstract)

Słowa kluczowe

PL

Rynek instytucjonalny; Komunikowanie; Relacje z klientami; Technologie teleinformatyczne

EN

Business to Business (B2B); Communication; Relationships with customers; Information and communication technologies

• Czasopismo: Marketing i Rynek
• Rocznik: 2014
• Numer: nr 4 (CD)
• Strony: 166--171

Twórcy

autor

Maciej Urbaniak

• Uniwersytet Łódzki

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