Do Small Suppliers Adopt Information-Based Criteria for B2b Influence Strategies?

The major objective of this study is to measure the impact of information-based criteria for influence strategies to the effectiveness of business-to-business marketing communications programmes. For the tests of the stated hypotheses, a survey has been conducted. The author tried to assess the degree of adoption of the listed criteria, as an indicator of rationalization in marketing communications planning. Questionnaires sent out to 115 B2B marketing directors of a sample of suppliers divided into three (3) categories (large, medium, small). Based on the findings, there is a differentiation at importance classification of information needs. Small suppliers do not consider the listed criteria as important, as the larger ones. This indicates the low level of rationalization in marketing communications planning for small suppliers