Date Added: Aug 2010
In this paper, the development and the change of the marketing-communication of a microenterprise is discussed. This micro-enterprise is operating in the field of the medical technology, i.e. in the high tech industry. The paper commenced with the thorough investigation of the relevant literature and from the conclusions of this research helped identify both practical and functional solutions. In case of business-to-business marketing the costumer is an organization rather than an individual consumer (Brennan-Canning-McDowell, 2007; Hutt-Speh, 2008) and often involves the management of customer relationships. The differences between communications tools that are impersonal and personal are also introduced (Brennan-Canning-McDowell, 2007).