This paper examined the possibility of an extension of Lind’s and Goldkuhl’s (2005) and Goldkhul (1998) conceptualization of business transaction (in terms of Business Action Theory, B.A.T.), in order to examine the value of a socioinstrumental pragmatism view of communication actions for...

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...