The importance of key tactical solutions in the business to business (B2B) commerce

Abstract
In the conditions of accelerated globalization, based on improving internal organizational and marketing solutions and rationalizing market behavior new models of commercial enterprise management are being introduced. In this article we have discussed B2B approach which represents one of the largest parts of the modern business. According to Forrester, a well-known research organization in 2023 the US B2B segment will be 1.8$ trillion. The key to success in B2B is the fundamental knowledge of the business of contracting entities. Today, in Georgia, we have a tendency for corporate business to seek and demand news. Business customers expect partners to be well aware of their business model, to explore the sector in which they operate, and therefore the offer made to them will always be timely and individually tailored. Through different key channels, manufacturers establish contact with different types of users. Business entities are differently aware of sources of information and respond differently to primary communication sources. Consequently, the better a B2B provider finds out what the customer is responding to, the more likely they will be to set the right priorities. Accordingly, the aim of this paper is to assist the representatives of the Georgian B2B segment in determining the right priorities and to provide a developed recommendation based on the reactions of B2B market users to the primary source of information and feedback that may arise in the process of applying various tactics. Based on empirical research and statistical analysis,, a cross-sectional relationship between information acceptable and less relevant information and primary communication tactics for B2B users and suppliers has been identified. The feedback between the source of communication and the size of the company in B2B markets is analyzed. Based on the processing of theoretical materials and practical data, relevant recommendations have been developed for B2B companies operating in Georgia.
Description
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Keywords
B2B, Business markets, constant communication, marketing tactics, dissemination of information, personal selling
Citation
Economics and Business, №4, 2020, pp. 144-159
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