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Relevant bibliographies by topics / B2B marketing

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Journal articles
Dissertations / Theses
Books
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Academic literature on the topic 'B2B marketing'

Author: Grafiati

Published: 4 June 2021

Last updated: 25 July 2025

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Journal articles on the topic "B2B marketing"

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Boiko, N. O. "Peculiarities of Application of Internet Promotion Tools in the B2B Market." Business Inform 5, no. 532 (2022): 133–37. http://dx.doi.org/10.32983/2222-4459-2022-5-133-137.

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The aim of the article is to determine the differences between Internet marketing in the B2C and B2B sectors, analysis of the most trendy tools of Internet marketing in the B2B sector in order to determine their effective impact on marketing activities and enterprises operating in the B2B market as a whole. It was reasonable to assume that Internet marketing tools are more adapted to the field of B2C. Many industrial companies have ignored the use of modern Internet promotion tools, thus losing market share and potential buyers, giving way to those who quickly adapt to new trends. However, whe

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Habibi, Fatemeh, Caroline Anne Hamilton, Michael John Valos, and Michael Callaghan. "E-marketing orientation and social media implementation in B2B marketing." European Business Review 27, no. 6 (2015): 638–55. http://dx.doi.org/10.1108/ebr-03-2015-0026.

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Purpose – The purpose of this paper is to consider the potential of an organisational orientation, namely the electronic marketing orientation (EMO) to address implementation issues in business-to-business (B2B) social media implementation. Previous research has demonstrated differences between B2B and business-to-consumer (B2C) marketing. Design/methodology/approach – The paper draws on existing B2B marketing, social media and organisational orientation literature, both academic and practitioner. This facilitates the development of a conceptual model and research proposition as a basis of fur

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Mustafina, G. G. "Internet marketing tools in the B2B sector." Bulletin of the State University of Education. Series: Economics, no. 4 (January 21, 2025): 70–79. https://doi.org/10.18384/2949-5024-2024-4-70-79.

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Aim. Evaluation of the available Internet marketing tools and identification of the specifics of their use in the B2B market.Methodology. The main method is the analysis of scientific publications and content analysis of the use of Internet advertising by enterprises in the B2B sector. The comparison method is used in comparing various tools.Results. The differences in the use of Internet marketing tools by enterprises in the B2B and B2C sectors have been revealed. In the B2B sector, the main direction of promotion on the Internet, therefore, resources that are not very popular in the B2C sect

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Djurakulovich, Safarov Bakhtior. "STRATEGIES AND DIFFERENCES IN B2B AND B2C MARKETING." International Journal Of Management And Economics Fundamental 03, no. 05 (2023): 49–57. http://dx.doi.org/10.37547/ijmef/volume03issue05-07.

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The article classifies B2B and B2C markets and performs their comparative analysis. The target audience of the B2B and B2C market, the specific characteristics of the sale of goods, transactions, distribution channels, customer behavior and their actions in these markets are classified and their distinctive features are studied.

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Shambavi, Rajagopal, and Sitalakshmi Ramanan. "Gulfire: in line of fire." Emerald Emerging Markets Case Studies 1, no. 4 (2011): 1–6. http://dx.doi.org/10.1108/20450621111201266.

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Subject area Marketing Communication. Study level/applicability At the undergraduate level, this case can be used in marketing courses such as Marketing Fundamentals, Marketing Management, Marketing Communication and Consumer Behavior. This case may also be used for Master's level students for Quality when focusing on safety/security in offices and factories. Case overview This case is used to introduce the concept of B2B and B2C marketing and explore the possibilities of converting an industry that essentially uses B2B marketing communication to choose B2C options. This case is also important

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Prasetya, Muhammad Azka, Anita Maharani, and Shine Pintor Siolemba Patiro. "Customer Loyalty in the case of Business-to-Business Company: Will Marketing Mix Still Work?" Ilomata International Journal of Management 5, no. 2 (2024): 389–400. http://dx.doi.org/10.61194/ijjm.v5i2.1118.

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Through this research, researchers highlighted the role of the marketing mix in influencing customer loyalty in business-to-business (B2B) companies. Researchers also highlighted the role of purchase decisions as a mediator between marketing mix and customer loyalty. From the conceptual perspective, marketing mix is generally considered more appropriate for B2C type companies, however, a number of studies show that marketing mix can also be applied as a marketing strategy for B2B but in a more complex context. In terms of methodology, this research approach is quantitative, and uses Partial Le

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Aakash, V. "A Comprehensive Analysis of B2B Marketing Strategies." A Comprehensive Analysis of B2B Marketing Strategies 10, no. 6 (2024): 285–86. https://doi.org/10.5281/zenodo.14294380.

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Business-to-business (B2B) marketing is an essential segment of modern commerce, where businesses market their products or services to other organizations rather than directly to individual consumers. B2B marketing strategies are nuanced and significantly differ from Business-to-Consumer (B2C) approaches. This research article aims to explore B2B marketing strategies, their unique characteristics, channels, challenges, and the metrics used to assess success. With a focus on digital transformation, relationship-building, and content creation, this study highlights the evolut

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МАРКИН, М. И. "DIGITAL MARKETING AS A STARTUP GROWTH DRIVER: THEORETICAL ASPECT." Экономика и предпринимательство, no. 4(153) (June 15, 2023): 838–43. http://dx.doi.org/10.34925/eip.2023.153.4.160.

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В рамках систематического обзора литературы мы представляем целостный обзор, охватывающий области роста стартапов, которые используют цифровой маркетинг. Мы также обсуждаем, как усилия цифрового маркетинга дополняют зрелость стартапов. Кроме того, мы анализируем различия в использовании цифрового маркетинга B2B и B2C и обсуждаем, как новые технологии влияют на цифровой маркетинг. Связь между расширенным влиянием цифрового маркетинга, проблемами стартапов и областями роста приводит к выявлению драйверов роста стартапов, поддерживаемых цифровым маркетингом. As part of a systematic review of the

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Silva, Susana Costa e., Paulo Alexandre Oliveira Duarte, and Sara Resende Almeida. "How companies evaluate the ROI of social media marketing programmes: insights from B2B and B2C." Journal of Business & Industrial Marketing 35, no. 12 (2020): 2097–110. http://dx.doi.org/10.1108/jbim-06-2019-0291.

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Purpose The purpose of this study is to understand and compare how business-to-business (B2B) and business-to-consumer (B2C) companies evaluate the return on investment (ROI) on their social media marketing (SMM) programmes and how the investment is handled in these type of marketing programmes. Design/methodology/approach A mixed-methods approach involving multiple cases and a survey was used. Data were collected from personal interviews with eight professionals responsible for SMM management, from four B2B and four B2C companies, complemented with responses to a web-based survey by the other

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Santos, Leandro Lima, Felipe Mendes Borini, Rafael Morais Pereira, and Thelma Valéria Rocha. "A AUTONOMIA DE MARKETING DE SUBSIDIÁRIAS ESTRANGEIRAS PARA ADAPTAÇÃO LOCAL EM ECONOMIAS EMERGENTES/MARKETING AUTONOMY OF FOREIGN SUBSIDIARIES FOR LOCAL ADAPTATION IN EMERGING MARKETS." Revista Eletrônica de Administração e Turismo - ReAT 10, no. 5 (2017): 1118. http://dx.doi.org/10.15210/reat.v10i5.10641.

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O objetivo principal do estudo foi identificar se as empresas multinacionais estrangeiras localizadas em mercados emergentes, como o Brasil, utilizam mais o marketing local (autonomia de marketing) como estratégia para expansão da comercialização de seus produtos. Por meio de uma análise comparativa entre subsidiárias classificadas em Business to Business (B2B) e Business to Consumer (B2C), foi possível mensurar o grau de autonomia concedido por suas matrizes para três variáveis estratégicas: lançamento, posicionamento e comunicação de novos produtos. Em seguida, realizou-se um teste de hipóte

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Dissertations / Theses on the topic "B2B marketing"

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Hloušková, Jana. "B2B marketing v telekomunikacích." Master's thesis, Vysoká škola ekonomická v Praze, 2007. http://www.nusl.cz/ntk/nusl-1532.

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Elizabeth, Nuñez Arana Claudia. "Marketing B2b-CM37-201602." Universidad Peruana de Ciencias Aplicadas (UPC), 2016. http://hdl.handle.net/10757/633607.

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Curso de especialidad en la carrera de Comunicación y Marketing de carácter teórico dirigido a los estudiantes del noveno ciclo que busca desarrollar la competencia general de pensamiento crítico y la competencia específica de gestión comercial y de marketing.En este curso los estudiantes desarrollarán estrategias puntuales y diferenciadas de marketing para comercializar productos industriales que representan muchas veces un reto en la organización pues se trata de un sector sumamente complejo muy segmentado y especializado y con características distintivas.

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Antonio, Vizcarra Bermudez Jose, and Bendezu Valdivia Christian Leonardo. "Marketing B2b-CM37-201701." Universidad Peruana de Ciencias Aplicadas (UPC), 2017. http://hdl.handle.net/10757/633608.

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Curso de especialidad en la carrera de Comunicación y Marketing de carácter teórico dirigido a los estudiantes del noveno ciclo que busca desarrollar la competencia general de pensamiento crítico y la competencia específica de gestión comercial y de marketing.En este curso los estudiantes desarrollarán estrategias puntuales y diferenciadas de marketing para comercializar productos industriales que representan muchas veces un reto en la organización pues se trata de un sector sumamente complejo muy segmentado y especializado y con características distintivas.

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Antonio, Vizcarra Bermudez Jose, and Bendezu Valdivia Christian Leonardo. "Marketing B2b-CM37-201702." Universidad Peruana de Ciencias Aplicadas (UPC), 2017. http://hdl.handle.net/10757/633609.

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Curso de especialidad en la carrera de Comunicación y Marketing de carácter teórico dirigido a los estudiantes del noveno ciclo que busca desarrollar la competencia general de pensamiento crítico y la competencia específica de gestión comercial y de marketing.En este curso los estudiantes desarrollarán estrategias puntuales y diferenciadas de marketing para comercializar productos industriales que representan muchas veces un reto en la organización pues se trata de un sector sumamente complejo muy segmentado y especializado y con características distintivas.

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Leonardo, Bendezu Valdivia Christian. "Marketing B2b-CM37-201802." Universidad Peruana de Ciencias Aplicadas (UPC), 2018. http://hdl.handle.net/10757/633611.

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Descripción: Curso de Marketing B2B que desarrolla el pensamiento crítico de las distintas estrategias usadas en el proceso de planeamiento estratégico para mejorar los indicadores de la gestión comercial y de marketing.Propósito: Este curso ha sido diseñado para desarrollar en el futuro profesional un profundo análisis diagnóstico y desarrollo de estrategias en un proceso de planeamiento de marketing de un modelo B2B. El curso contribuye directamente al desarrollo de la competencia general de Pensamiento Crítico a un nivel avanzado (nivel 3) y la competencia específica de Gestión Comercial y

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Leonardo, Bendezu Valdivia Christian, Escala Pasco Enzo, and Ulloa Cadenas Jose Francisco. "Marketing B2b-CM37-201901." Universidad Peruana de Ciencias Aplicadas (UPC), 2019. http://hdl.handle.net/10757/633612.

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Descripción: Curso de Marketing B2B que desarrolla el pensamiento crítico de las distintas estrategias usadas en el proceso de planeamiento estratégico para mejorar los indicadores de la gestión comercial y de marketing.Propósito: Este curso ha sido diseñado para desarrollar en el futuro profesional un profundo análisis diagnóstico y desarrollo de estrategias en un proceso de planeamiento de marketing de un modelo B2B. El curso contribuye directamente al desarrollo de la competencia general de Pensamiento Crítico y la competencia específica de Gestión Comercial y de Marketing ambas a un nivel

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Pereira, Joana Rita Martins. "Inbound marketing no segmento B2B." Master's thesis, FEUC, 2013. http://hdl.handle.net/10316/24793.

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Relatório de estágio do mestrado em Gestão, apresentado à Faculdade de Economia da Universidade de Coimbra, sob a orientação de Marcelo Amado Garcia da Rocha Torres e Pedro Mendes.<br>Este relatório tem como objetivo a descrição das atividades desenvolvidas durante o estágio realizado em Marketing & Business Development na Unidade de Negócios Oil & Gas da empresa ISA – Intelligent Sensing Anywhere, SA, em Coimbra, com início no dia 21 de fevereiro de 2013 e término a 2 de julho de 2013, sendo parte integrante do Mestrado em Gestão da Faculdade de Economia da Universidade de Coimbra. Com o obj

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Madosh, Farzana, and Betty Ålander. "An Evaluation of the Marketing Process in B2B and B2C Startups." Thesis, KTH, Skolan för industriell teknik och management (ITM), 2019. http://urn.kb.se/resolve?urn=urn:nbn:se:kth:diva-261656.

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Marketing is a key function for all organizations and is seen as essential in order to achieve success when launching a new business. Following from the overwhelming amount of accessible data for companies, there exist an urge to understand what activities to include in the marketing process and how to manage them. Despite the vital role and the urge to further understand marketing, there is a lack of research about marketing in the small entrepreneurial business context that is encountered in startups. In addition, a call for further development of empirical research is identified in the busi

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Filip, Andreea Daniela <1993&gt. "La digitalizzazione del marketing B2B: Inbound e Marketing Automation." Master's Degree Thesis, Università Ca' Foscari Venezia, 2019. http://hdl.handle.net/10579/15657.

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Internet e le tecnologie digitali hanno cambiato drasticamente il modo di comunicare tra le persone e di questi cambiamenti ne hanno risentito anche le aziende: in questo scenario è nata la disciplina dell’Inbound Marketing che grazie ad un approccio di tipo customer centric ha come obiettivo quello di attirare i consumatori verso l’azienda, abbandonando completamente l’approccio di marketing tradizionale di tipo outbound. L’obiettivo di questo elaborato è quello analizzare questi cambiamenti dal punto di vista del settore B2B e di illustrare le fasi che compongono la creazione di una strategi

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Calafiore, Monica. "Il marketing assicurativo nei mercati B2B." Master's thesis, Alma Mater Studiorum - Università di Bologna, 2017.

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Il seguente elaborato di tesi si pone come obiettivo l’analisi del marketing assicurativo con particolare focus al mercato B2B (Business to Business). Per fare ciò si è partiti da un’analisi generale del mondo assicurativo fino ad arrivare all’analisi di tre casi di studio, relativi alle compagnie Allianz, Generali e Unipol. Per completare il quadro di riferimento è stato analizzato il canale distributivo delle compagnie, rappresentato da agenti e broker.

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Books on the topic "B2B marketing"

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Seebacher, Uwe G., ed. B2B Marketing. Springer International Publishing, 2021. http://dx.doi.org/10.1007/978-3-030-54292-4.

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Bek, Nadezhda. B2B Marketing. INFRA-M Academic Publishing LLC., 2021. http://dx.doi.org/10.12737/1816711.

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B2B marketing is a rapidly developing direction, the basis of which is the interaction of business organizations with organizations that purchase goods and services for use in their own production of goods and services that are in demand from other organizations, in the markets of end consumers or from society as a whole. Globalization, the increasing influence of digital technologies on competition, the growing awareness of consumers and the tightening of their requirements for purchased goods and services strengthen the strategic role of B2B marketing. Competitiveness in the B2B markets is i

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Seebacher, Uwe G. B2B-Marketing. Springer Fachmedien Wiesbaden, 2020. http://dx.doi.org/10.1007/978-3-658-30971-8.

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Seebacher, Uwe, ed. Praxishandbuch B2B-Marketing. Springer Fachmedien Wiesbaden, 2021. http://dx.doi.org/10.1007/978-3-658-31651-8.

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Seebacher, Uwe, ed. Praxishandbuch B2B-Marketing. Springer Fachmedien Wiesbaden, 2023. http://dx.doi.org/10.1007/978-3-658-40037-8.

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Purle, Enrico, Mahmut Arica, Sabine Korte, and Henning Hummels. B2B-Marketing und Vertrieb. Springer Fachmedien Wiesbaden, 2023. http://dx.doi.org/10.1007/978-3-658-37867-7.

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Ivanova-Gongne, Maria, Lasse Torkkeli, Nikolina Koporcic, and Wilhelm Barner-Rаsmussen. Individuals in B2B Marketing. Routledge, 2024. http://dx.doi.org/10.4324/9781003388036.

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W, Speh Thomas, ed. Business marketing management: B2B. South-Western Cengage Learning, 2010.

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Durst, Carolin, ed. B2B Digital Marketing Playbook. Springer Berlin Heidelberg, 2025. https://doi.org/10.1007/978-3-658-45379-4.

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Chowdhury, Naushaba, Pravin Balaraman, Jonathan Liu, Ibrahim Sirkeci, and Jonathan A. J. Wilson. Essential B2B Marketing Strategies. Springer Nature Switzerland, 2025. https://doi.org/10.1007/978-3-031-91104-0.

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Book chapters on the topic "B2B marketing"

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Chaston, Ian. "B2B Marketing." In Entrepreneurial Marketing. Macmillan Education UK, 2016. http://dx.doi.org/10.1007/978-1-137-50092-2_15.

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Charlesworth, Alan. "B2B and the B2B website." In Digital Marketing, 4th ed. Routledge, 2022. http://dx.doi.org/10.4324/9781003147411-7.

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Helmold, Marc. "B2B and B2C Marketing." In Management for Professionals. Springer International Publishing, 2022. http://dx.doi.org/10.1007/978-3-031-10097-0_4.

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Solberg Söilen, Klaus. "B2B Digital Marketing." In Springer Texts in Business and Economics. Springer Nature Switzerland, 2024. https://doi.org/10.1007/978-3-031-69518-6_33.

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Chowdhury, Naushaba, Pravin Balaraman, Jonathan Liu, Ibrahim Sirkeci, and Jonathan A. J. Wilson. "B2B Marketing Technology." In Essential B2B Marketing Strategies. Springer Nature Switzerland, 2025. https://doi.org/10.1007/978-3-031-91104-0_9.

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Chowdhury, Naushaba, Pravin Balaraman, Jonathan Liu, Ibrahim Sirkeci, and Jonathan A. J. Wilson. "B2B Marketing Mix." In Essential B2B Marketing Strategies. Springer Nature Switzerland, 2025. https://doi.org/10.1007/978-3-031-91104-0_3.

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Korntner-Kanitz, Christopher, Selina Marlen Hager, and Michael Schade. "B2B-Influencer-Marketing." In Digital Economy: Die neuen Spielregeln für Unternehmen. Springer Fachmedien Wiesbaden, 2025. https://doi.org/10.1007/978-3-658-47828-5_11.

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Jeannet, Jean-Pierre, Thierry Volery, Heiko Bergmann, and Cornelia Amstutz. "Marketing and Sales Processes." In Masterpieces of Swiss Entrepreneurship. Springer International Publishing, 2021. http://dx.doi.org/10.1007/978-3-030-65287-6_13.

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AbstractNot different from many other, larger companies, marketing and sales processes at SMEs have undergone constant changes. The chapter details how SMEs dealt with the tension between marketing and sales, how they differentiated in B2B vs. B2C environments. For B2C companies, global brand building becomes important. All firms, regardless of industry environment, had constantly professionalized the marketing process. Choosing a product or company name can be crucial in a global environment. In the B2B environment, marketing and selling differ from the consumer markets and are focused more o

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Backhaus, Klaus. "Geschäftstypenwahl im B2B-Bereich." In Entrepreneurial Marketing. Springer Fachmedien Wiesbaden, 2015. http://dx.doi.org/10.1007/978-3-658-05026-9_15.

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Purle, Enrico, Mahmut Arica, Sabine Korte, and Henning Hummels. "B2B-Vertriebspolitik." In B2B-Marketing und Vertrieb. Springer Fachmedien Wiesbaden, 2023. http://dx.doi.org/10.1007/978-3-658-37867-7_13.

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Conference papers on the topic "B2B marketing"

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Regis, Hayanny Helen Santos, Maria Júlia Fernandes Capellato, Thalia dos Santos, and Luis Carlos de Marino Schiavon. "GESTÃO DA QUALIDADE: um estudo de caso nas campanhas de Paid Media para geração de Leads B2B em uma empresa de produção digital." In VII Simpósio de Tecnologias da Fatec de Sertãozinho (SITEFA/Stz). Fatec Sertãozinho, 2024. https://doi.org/10.33635/sitefa.v7i1.297.

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Neste estudo, analisamos a subjetividade associada à excelência, demonstrando como distintos setores empresariais percebem e julgam a excelência de produtos e serviços. Ao revisar a literatura e realizar um estudo de caso em uma agência de publicidade business to business (B2B), ressaltamos a relevância da Gestão da Qualidade Total (GQT) na busca pela competitividade, conforme apontado por Martinelli (2009). A utilização de ferramentas de qualidade, como os indicadores chave de desempenho (KPIs) e a metodologia dos 5 Por Quês, desempenham um papel crucial ao identificar e solucionar problemas,

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Chaudhari, Meghasham, Meenal K. Pendse, and Varsha Murhe. "Empowering B2B Sales Through AI-Driven Human Resource Strategies: Bridging Marketing and HR for Enhanced Sales Performance." In 2025 3rd International Conference on Communication, Security, and Artificial Intelligence (ICCSAI). IEEE, 2025. https://doi.org/10.1109/iccsai64074.2025.11064015.

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Povolná, Lucie. "MARKETING COMMUNICATIONS ON B2B MARKETS." In DOKBAT 2017. Tomas Bata University in Zlín, Faculty of Management and Economics, 2017. http://dx.doi.org/10.7441/dokbat.2017.29.

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TEIU, Codrin. "IS B2B MARKETING STILL ACTUAL?" In 18th International Conference on INFORMATICS in ECONOMY. Education, Research and Business Technologies. Bucharest University of Economic Studies Press, 2019. http://dx.doi.org/10.12948/ie2019.04.11.

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Salim, Dwi Fitrizal, Ratih Hurriyati, and Mokh Adib Sultan. "Relationship Marketing for B2B Indihome Consumer Loyalty." In 5th Global Conference on Business, Management and Entrepreneurship (GCBME 2020). Atlantis Press, 2021. http://dx.doi.org/10.2991/aebmr.k.210831.107.

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Kim, Jaesu, and Kyung Hoon Kim. "MARKETING APPROACH FOR EXISTING CUSTOMER IN B2B." In Bridging Asia and the World: Globalization of Marketing & Management Theory and Practice. Global Alliance of Marketing & Management Associations, 2014. http://dx.doi.org/10.15444/gmc2014.03.09.03.

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Krah, Bernhard Alexander. "THE DIFFERENT APPROACHES FOR THE MARKET SEGMENT B2G (B2A) COMPARED TO B2B AND B2C, BASED ON A CASE STUDY FOR INFRASTRUCTURE IN THE PHILIPPINES." In 6th International Scientific Conference ERAZ - Knowledge Based Sustainable Development. Association of Economists and Managers of the Balkans, Belgrade, Serbia, 2020. http://dx.doi.org/10.31410/eraz.s.p.2020.95.

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In today´s highly competitive marketing methods, the market segments B2B (Business-to-Business) and B2C (Business-to-Consumer) are very well established and applied. The worldwide largest market segment, the B2A/B2G (Business-to-Administration/Business-to-Government) however, has until now received little or no attention in the literature. In the theoretical part of this paper, a focus has been placed on the measurements, how a company is able to find the right approach to operate its business successfully in this very specific business segment, where the players have completely different moti

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Shun, Chen Abbott Po, and Yang Chien Yi. "A Medical Co-Creation System Crafts B2B Marketing." In the 2nd International Conference. ACM Press, 2018. http://dx.doi.org/10.1145/3239438.3239471.

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Natarajan, Sundarapandiyan, Somanchi Hari Krishna, Navdeep Dhaliwal, Ippa Sumalatha, Nilesh Vitthal Limbore, and B. Rajalakshmi. "Adopting Big Data Analytics in Innovative B2B Marketing." In 2024 International Conference on Communication, Computer Sciences and Engineering (IC3SE). IEEE, 2024. http://dx.doi.org/10.1109/ic3se62002.2024.10592878.

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Bakhtieva, Elina. "THE ROLE OF CUSTOMER JOURNEY IN B2B CONTENT MARKETING." In DOKBAT 2016. Tomas Bata University in Zlín, Faculty of Management and Economics, 2016. http://dx.doi.org/10.7441/dokbat.2016.04.

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Reports on the topic "B2B marketing"

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McKittrick, Susan. The New B2B Marketing in Practice. Patricia Seybold Group, 2010. http://dx.doi.org/10.1571/cs11-18-10cc.

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