Most specialists note that studies reveal that expense for personal sales normally constitute a bulk of budget in industrial marketing (up to 90% of all expenses), thus, coordination between personal sales and communication, implying personal contact, are the most important in marketing communication mix. If a customer or potential client contacts representative of the originating company, impression from cooperation with this employee is more likely to form client’s opinion about this supplier”. The “hierarchy-of-effects” concept is an extremely useful tool to work out marketing communication strategy. From managerial point of view, sale is the ultimate goal of the entire marketing program; that is why use of “hierarchy-of-effects model” as a marketing communications tool capable of reaching this goal is justified.

However, production of sales must be a specific operating task for each marketing action. The nature of purchasing decision making in the industrial market makes it unreasonable to set such a goal for each business meeting, PR action, each element of direct-mail etc. What should any marketing communications strategy be focused on: information, establishing relations or concluding of a contract? There is no unambiguous answer to this question. When we are talking about a new product, the company may aim at informing potential customer about this product. If the product is well-known it may seem necessary to stimulate customers’ favor for it or fight against unfavorable attitude towards this product.

In the e-business marketing is extremely important. If in the point of sale business you can meet your customers in person, in e-business you never see most of your customers. Thus, you are to know much about your customers. You are to track them and ask them questions. E-marketing moves your business forward.

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