Business-to-Business Marketing: A Study on the Communication of Logistical Services in the Former Yugoslavia Nations

This paper focuses on business-to-business marketing communications of industrial firms in the Slovenian, Croatian, Bosnian, Serbian, and Montenegro markets. The paper presents three main research issues: 1) the most important communication tools in the business-to business markets; 2) the most important characteristics of logistical providers when communicating to business-to-business markets; and 3) understanding differences between the two issues across the spectrum nations in the Former Yugoslavia. A study explored the issues from a customer's perspective and surveyed industrial customers of logistical services regarding appropriate communication tools. It was found that logistics services are subject to several existing differences across the Former Yugoslavia and indicated a need to use different marketing communications tools for different logistics providers in these markets. The paper concludes with a discussion of results, implications, and possibilities for future research.