ARE MARKETING COMMUNICATIONS RELEVANT FOR THE PREPARATION OF BUYER-SELLER NEGOTIATIONS?

Slobodan Brezak, Tamara Vlastelica, Slavica Cicvarić Kostić

DOI Number
https://doi.org/10.22190/TEME180209031B
First page
511
Last page
526

Abstract


This paper explores the relevance of marketing communications for buyer-seller negotiations. Although a broad body of knowledge has been developed around marketing communications concept evolution, as well its relevance for all types of organizations, for awareness, knowledge, attitudes and behaviour of consumers, or generally, for managing relationships, a little attention has been devoted to revealing MC contribution to some other business related fields, such as negotiation process. The empirical research presented in the paper confirms the scope and intensity of the impact of MC tools (advertising, sales promotion, personal selling, direct marketing, public relations and publicity, communication aspects of products/services and prices, word of mouth and digital marketing) on preparation for negotiation process: the definition of a zone of possible agreement, the best alternative to negotiated agreement, and the determination of negotiation strategies. The survey was conducted with online based questionnaire with 108 top executives of companies from different industries, in different countries.


Keywords

marketing communications, integrated marketing communications, business negotiation process, preparation for negotiation.

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DOI: https://doi.org/10.22190/TEME180209031B

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Print ISSN: 0353-7919
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