Industrial market, created by companies, which buy and sell goods which are not directly for consumption, but are used in production process, communicates with the environment in a specific way. Many industrial companies supply only the customers of non consumption goods market and hence they do not enter into direct contact with a final consumer. In such cases recognizing the customers' needs is even more difficult. Such environment requires efficiently functioning and planned communication of the company with the market. This study presents methods and strategies of marketing communication really used in industrial companies. While analyzing marketing strategies of industrial companies, the author draws the attention to the fact that even though there was system transformation, the state still has significant impact on functioning and development of industry and that in a way directs and created barriers in companies functioning. Such conditions force even more active marketing communication as well as searching new solutions. As there are more and more sophisticated marketing techniques related to digital media, there is also a growing demand for strategic solutions in marketing communication. Digital media, first of all the Internet, provide so far unavailable possibilities of researching consumers' behaviors and ways of using media. They also give a chance to follow the behavior of smaller, unique and often social groups of consumers.
Financed by the National Centre for Research and Development under grant No. SP/I/1/77065/10 by the strategic scientific research and experimental development program:
SYNAT - “Interdisciplinary System for Interactive Scientific and Scientific-Technical Information”.