ABSTRACT
This chapter describes the ways of communicating in business to business (B2B) markets. The major difference between B2B and consumer marketing communications is the lack of mass media for businesses. The chapter describes the main problems in planning a campaign and how attitude change models can be used in planning a campaign. It explains the use of models in B2B communications. Communications theory has been dominated by the Schramm model of communications, a model which is familiar to most students of communication. Marketing communications consists of advertising (including the company website and social media), public relations, sales promotion, and personal selling. The advent of social media has placed new emphasis on "content marketing", defined as "the creation and distribution of high-quality content that attracts and engages audiences online". The chapter helps the readers to understand the role of the company website development.
