THE ROLE OF MARKETING IN THE POST-WAR RESTORATION OF PARTNERSHIPS IN THE B2B MARKET

Abstract

Marketing can play a crucial role in restoring partnerships in the B2B market after war. By building trust, facilitating communication, restoring relationships, offering incentives, and demonstrating value, marketing can help bring companies together and create a brighter future for all involved. Marketing can help build trust between companies by promoting transparency and honesty. This can be done by sharing information about products and services, prices, and other business aspects that may be relevant to the partnership. The purpose of the study is to identify the key features of the implementation and role of marketing in the post-war restoration of partnerships in the B2B market. Management should integrate the processes that ensure market culture and, accordingly, adjust the adequacy of established strategies, quality assurance and appropriate ICT support for information flow to create a competitive advantage in the market and ensure successful business processes. B2B services or partnerships can be presented in many different ways. It can be a product, service or logistics, but these can be easily copied by others. Alternatively, it can be consulting and customization, which represent intangibles and are harder to copy. All of them are important because they play an important role in differentiating B2B services from competitors. When partnering with other organizations, one party outsources certain activities to achieve a specific goal, and these activities can be found in B2B service networks. However, managing these tasks can be challenging because they are not under the control of the organization. The lack of control by the organization can have consequences for the partner's brand because if one party fails in the deal, it affects both parties and both parties' brands can suffer from the failure.