CREATING A CONCEPT MARKETING COMMUNICATION IN INTERNATIONAL BUSINESS-TO-BUSINESS MARKET.

Interorganizational nature and global character of business-to-business market have given marketing communications significant role in linking industrial companies with international organizational buyers. This paper is devoted to the formulation of the global communication concept in this area. The authors specifically discuss international communications strategy in business-to-business market, as well as organization and instruments of global promotional mix with an emphasis on their effective synchronizing. [ABSTRACT FROM AUTHOR]