Log in

Relevant bibliographies by topics / B2B marketing

Contents

Journal articles
Dissertations / Theses
Books
Book chapters
Conference papers
Reports

Academic literature on the topic 'B2B marketing'

Author: Grafiati

Published: 4 June 2021

Last updated: 31 October 2023

Create a spot-on reference in APA, MLA, Chicago, Harvard, and other styles

Select a source type:

Consult the lists of relevant articles, books, theses, conference reports, and other scholarly sources on the topic 'B2B marketing.'

Next to every source in the list of references, there is an 'Add to bibliography' button. Press on it, and we will generate automatically the bibliographic reference to the chosen work in the citation style you need: APA, MLA, Harvard, Chicago, Vancouver, etc.

You can also download the full text of the academic publication as pdf and read online its abstract whenever available in the metadata.

Journal articles on the topic "B2B marketing"

1

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 (October 12, 2015): 638–55. http://dx.doi.org/10.1108/ebr-03-2015-0026.

Full text

Abstract:

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 further research into addressing contemporary barriers to B2B social media implementation. Findings – The paper contends that each of the four components of the EMO addresses different implementation issues faced in implementing social media and, more specifically, the unique issues faced by B2B marketers. Research limitations/implications – The paper is conceptual in nature; however, it provides directions for future empirical research. Practical implications – The differences in promotional and sales channels and messages required in B2B context are addressed in the research propositions. The paper highlights implementation challenges and how a particular organisational orientation can facilitate the decision-making in dealing with them. Originality/value – The paper provides a unique theoretical contribution by introducing the EMO conceptual model in a specific context of B2B social media marketing.

APA, Harvard, Vancouver, ISO, and other styles

2

Djurakulovich, Safarov Bakhtior. "STRATEGIES AND DIFFERENCES IN B2B AND B2C MARKETING." International Journal Of Management And Economics Fundamental 03, no. 05 (May 1, 2023): 49–57. http://dx.doi.org/10.37547/ijmef/volume03issue05-07.

Full text

Abstract:

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.

APA, Harvard, Vancouver, ISO, and other styles

3

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.

Full text

Abstract:

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, when implementing methods and tools of Internet marketing, it is important to take into account the peculiarities of the sale of industrial products in the field of B2B. The article proposes methods and tools of Internet marketing, recommended for use taking into account the characteristics of industrial products and the sphere of B2B. The study highlighted the most promising and effective tools of Internet marketing in the B2B segment, and also argued that the effect of using these tools will use knowledge about customer needs and strengthen the company's position in the new competitive field of goods and services. It is concluded that previously it was considered that Internet marketing tools are the most adapted to the field of B2C. Many industry companies have ignored the use of modern online promotion tools. For the most part, the use of Internet marketing in B2B companies was complicated by the lack of relevant theoretical framework and practical recommendations. However, Internet marketing gives the opportunity to conduct successful activities on the Internet not only to companies in the field of B2C, but also to companies in the field of B2B, selling industrial products.

APA, Harvard, Vancouver, ISO, and other styles

4

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

Full text

Abstract:

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 for creating awareness on safety and preventive measures in the face of a fire crisis. Expected learning outcomes Understanding the role of marketing communication. Differentiating between B2B and B2C markets. Exploring the application of B2C marketing communication in the fire suppression systems market in the Middle East. Supplementary materials Teaching notes.

APA, Harvard, Vancouver, ISO, and other styles

5

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 (May 15, 2020): 2097–110. http://dx.doi.org/10.1108/jbim-06-2019-0291.

Full text

Abstract:

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 28 companies’ marketing managers. Findings The results show that there are some differences between B2B and B2C companies regarding SMM evaluation and investment but in general marketing managers for both types of firms use simple metrics to evaluate their SMM programmes. The main measures used relate to awareness, engagement and reach and most of the metrics identified are interaction-related. Research limitations/implications Given the complex and sensitive nature of the subject, more research is needed focussed on providing additional evidence from a larger sample of B2B and B2C organizations to allow the extension of the finding to the population as the non-probabilistic nature and size of the current sample impose that the findings should be interpreted carefully. Future research should focus on understanding what the firm’s characteristics predict the importance and level of effort placed in SMM and the barriers to ROI measurement in SMM programmes, especially in B2B firms. Practical implications The current findings confirm that the topic of SMM ROI evaluation is not a priority for B2C or B2B companies. There is a need for an update of their online marketing strategy, namely, on budget definition and allocation. Furthermore, companies should increase the autonomy of SM managers, as they are dependent from marketing managers and hire specialized professionals devoted to SMM in both B2C and B2B companies. Originality/value The findings of this study contribute to improve the understanding of the evaluation of SMM and to extend the literature on the subject. It also provides a relevant advance into the assessment and understanding on the measures used to evaluate the effectiveness of SMM programmes by offering a comparison on how B2B and B2C use metrics and allocate resources to the SMM management.

APA, Harvard, Vancouver, ISO, and other styles

6

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 (June 30, 2017): 1118. http://dx.doi.org/10.15210/reat.v10i5.10641.

Full text

Abstract:

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 hipótese para averiguar se as multinacionais consideradas predominante ou exclusivamente B2C possuíam mais autonomia de marketing quando comparadas com as B2B para adaptação local destas estratégias no Brasil. Como resultados, foi diagnosticado que as empresas não possuem alto grau de autonomia de marketing para adaptação local. E que a diferença de autonomia entre B2C e B2B não é significativa estatisticamente, cujos resultados não se apresentaram dentro do grau de significância. Com isto percebeu-se que, uma subsidiária B2C não necessariamente tem mais autonomia para adaptação local que uma B2B, ou seja, o tipo de negócio não é o fator diferenciador para a quantidade de autonomia concedida pelas matrizes às subsidiárias.

APA, Harvard, Vancouver, ISO, and other styles

7

Ishii, Ryuta, and Mai Kikumori. "Word-of-mouth in business-to-business marketing: a systematic review and future research directions." Journal of Business & Industrial Marketing 38, no. 13 (January 10, 2023): 45–62. http://dx.doi.org/10.1108/jbim-02-2022-0099.

Full text

Abstract:

Purpose The purpose of this study is to review and analyze the status of word-of-mouth (WOM) research in the business-to-business (B2B) context and discuss and identify new possible future directions. Design/methodology/approach A systematic review was conducted and 36 articles on B2B WOM were collected to evaluate the current state of the literature and clarify possible future research directions. Findings This thematic analysis categorize these articles into three themes: WOM generation, WOM usage and reference marketing. Under each theme, the authors reveal research findings unique to B2B research and different from business-to-consumer (B2C) WOM research. This study identifies several research questions that should be addressed by future research. Originality/value Both academic researchers and business practitioners recognize that WOM plays an essential role in B2B marketing. However, no review paper focuses on WOM in the B2B context. Findings in the B2C WOM literature suggest that WOM substantially influences firms’ performance, but that managers cannot simply attempt to extrapolate B2C findings to the B2B arena. By synthesizing and assessing prior research on WOM in the B2B context, this study contributes to a better understanding of the B2B WOM phenomenon and facilitates future research on this topic.

APA, Harvard, Vancouver, ISO, and other styles

8

Zhang, Jing, and Mingfei Du. "Utilization and effectiveness of social media message strategy: how B2B brands differ from B2C brands." Journal of Business & Industrial Marketing 35, no. 4 (April 1, 2020): 721–40. http://dx.doi.org/10.1108/jbim-06-2018-0190.

Full text

Abstract:

Purpose This study aims to investigate how business-to-business (B2B) companies use message strategies on social media platform and how these strategies are effective in improving customer perceived value and encouraging customer engagement, as well as how B2B companies differ from business-to-customer (B2C) counterparts in terms of utilization and effectiveness of social media message strategy. Design/methodology/approach Based on content analysis of Sina Weibo brand pages and survey of website visitors, this paper examines the differences of social media message strategies and their impacts upon customer perceived value and customer engagement between B2B and B2C companies. Findings B2B companies use more rational appeals and less emotional appeals, have lower degree of informativeness and perform better in interactivity and variety than B2C companies. These five dimensions of message strategy have different roles in engaging customers via perceived value across B2B and B2C settings. Originality/value The research makes significant contributions to B2B social media marketing literature by answering two interrelated questions, namely, “What companies are doing?” and “What companies should do?” on social media websites. Besides, it provides insightful implications for B2B companies on how to implement appropriate message strategies in their social media marketing efforts by conducting Importance-Performance Analysis.

APA, Harvard, Vancouver, ISO, and other styles

9

Dotzel, Thomas, and Venkatesh Shankar. "The Relative Effects of Business-to-Business (vs. Business-to-Consumer) Service Innovations on Firm Value and Firm Risk: An Empirical Analysis." Journal of Marketing 83, no. 5 (May 9, 2019): 133–52. http://dx.doi.org/10.1177/0022242919847221.

Full text

Abstract:

Many firms introduce both business-to-business service innovations (B2B-SIs) and business-to-consumer service innovations (B2C-SIs) and need to better allocate their resources. However, they are unsure about B2B-SIs’ effects on firm value or risk, especially relative to those of B2C-SIs. The authors address this problem by developing hypotheses that relate the number of B2B-SIs and B2C-SIs to firm value and firm risk together with the moderators (the number of product innovations and customer-focus innovations). To test the hypotheses, the authors develop and estimate a model using unique panel data of 2,263 SIs across 15 industries over eight years assembled from multiple data sources and controlling for firm- and market-specific factors, heterogeneity, and endogeneity. They analyze innovation announcements using natural language processing. The results show that B2B-SIs have a positive effect on firm value and an insignificant influence on firm risk. Importantly, the effect of a B2B-SI on firm value is significantly greater than that of a B2C-SI. Unlike B2C-SIs, the effect of B2B-SIs on firm value is greater when the firm has more product innovations. Surprisingly, unlike B2C-SIs, the effect of B2B-SIs on firm value is less positive when the SIs emphasize customers. These findings offer important insights about the relative value of B2B-SIs.

APA, Harvard, Vancouver, ISO, and other styles

10

Punin, Yuriy. "CLUSTER ANALYSIS OF MARKETING INTERNET ACTIVITY OF INDUSTRIAL GOODS ENTERPRISES." Economic Analysis, no. 27(4) (2017): 273–79. http://dx.doi.org/10.35774/econa2017.04.273.

Full text

Abstract:

Introduction. Internet marketing, which has traditionally been considered as a marketing B2C tool, has started to gain its position in the markets of industrial goods. Marketing experts consider that the main purpose of online B2B marketing lies in the growth of high quality leads. Purpose. The article aims to assess marketing activity of enterprises of separate segments of flexible packaging market in Internet and to determine their impact on the financial performance of the investigated business entities. Methodology. In order to achieve the goal, there has been made a cluster analysis of the sample of enterprises according to their marketing Internet activity level. The calculation of main financial indicators for each cluster has been done. Results. According to the analysis, it has been determined that Internet marketing has not yet become widespread in the B2B sector. It is considered more as an alternative to promotion in view of restricted or lacking marketing budget. The most optimal, in our opinion, is a model of marketing activity, which includes a combination of online and offline marketing activity. For B2B sector, the most important tool for B2B marketing is search engine optimization of a site, its convenience and content.

APA, Harvard, Vancouver, ISO, and other styles

More sources

Dissertations / Theses on the topic "B2B marketing"

1

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

Full text

APA, Harvard, Vancouver, ISO, and other styles

2

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

Full text

Abstract:

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.

APA, Harvard, Vancouver, ISO, and other styles

3

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.

Full text

Abstract:

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.

APA, Harvard, Vancouver, ISO, and other styles

4

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.

Full text

Abstract:

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.

APA, Harvard, Vancouver, ISO, and other styles

5

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

Full text

Abstract:

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 de Marketing a un nivel avanzado (nivel 3).

APA, Harvard, Vancouver, ISO, and other styles

6

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.

Full text

Abstract:

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 avanzado (nivel 3).

APA, Harvard, Vancouver, ISO, and other styles

7

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

Full text

Abstract:

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.
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 objetivo de abordar as novas oportunidades que o marketing enfrenta, é feita uma caracterização do Inbound Marketing que se apresenta como uma tendência com potencial no segmento B2B, potenciando o relacionamento com o público-alvo e verificando-se como técnica efetiva na criação de leads a menor custo para a empresa. O presente relatório encontra-se dividido em três capítulos: no primeiro é feita uma revisão da literatura, caracterizando o Inbound Marketing e o Mercado de Gás de Petróleo Liquefeito; no segundo capítulo são apresentadas a empresa, as oportunidades identificadas para esta, bem como as tarefas realizadas durante o período de estágio; no terceiro e último capítulo é feita uma análise crítica, tecendo as devidas conclusões em torno do trabalho realizado na qualidade de colaboradora do departamento de marketing.

APA, Harvard, Vancouver, ISO, and other styles

8

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.

Full text

Abstract:

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 business to business (B2B) and business to consumer (B2C) dichotomy. Therefore, the purpose of this study was to evaluate the marketing process used by B2B and B2C Software as a Service (SaaS) startups. This in order to contribute with understanding of the marketing process in the startup context and contribute with development of the research within the B2B and B2C dichotomy. This was done by conducting a multiple case study where the empire was collected from four SaaS startups either selling to consumers or businesses. The empirical findings of the study show that the customer type, being a consumer or a business, affects the marketing process. Both differences and similarities were identified between the marketing process applied in the B2B and the B2C startups. Due to different levels of knowledge within the companies and different complexity levels in the buying process differences were found in the evaluation, segmentation, targeting and positioning done by the B2B and the B2C startups. It was found that the B2B companies put in less effort into the market analysis and segmentation compared to the B2C companies. Historically the channels utilized were identified to be different between the segments. However, a trend towards similar targeting channels was identified since the B2B segment is moving towards using more inbound marketing, which already is the main approach applied by the B2C segment. The B2B segment was, compared with the B2C segment, also identified to put more emphasize on achieving a position within the market that radiates credibility. Furthermore, the marketing process was found to be approached differently in startups than what was suggested in literature due to the lacking attention given to the scare resources and the innovative environment of a startup. A suggestion was therefore provided of how the marketing process better could be adapted to the startup context by including a feedback loop, making the marketing process more iterative.
Marknadsföring är en nyckelfunktion för alla organisationer och ses som en avgörande framgångsfaktor vid uppstarten av ett nytt företag. Till följd av den överväldigande mängden data som många företag besitter finns det ett behov av att förstå vilka aktiviteter som ska ingå i marknadsföringsprocessen samt hur man på bästa sätt hanterar dessa aktiviteter. Trots marknadsföringens vitala roll och det identifierade behovet av ytterligare förståelse är det brist på forskning om marknadsföring inom det entreprenöriella småföretagskontext som påträffas i startups. Vidare identifierades ett behov för vidareutveckling av den empiriska forskningen inom business to business (B2B) och business to consumer (B2C) dikotomin. Syftet med denna studie var därför att utvärdera marknadsföringsprocessen som används av B2B och B2C startups som tillhandahåller mjukvara som en tjänst. Detta för att skapa ökad förståelse av marknadsföringsprocessen i startupkontexten, men även för att bidra i utvecklingen av forskningen inom B2B och B2C dikotomin. Detta gjordes genom en fallstudie där empirisk data samlades in från fyra startups som tillhandahåller en mjukvara som en tjänst och som antingen säljer till konsumenter eller till företag. De empiriska resultaten av studien påvisar att kundtypen, konsument eller företag, påverkar marknadsföringsprocessen. Både skillnader och likheter identifierades mellan marknadsförings-processen som används av startups som säljer till antingen konsumenter eller företag. På grund av olika kunskapsnivåer inom företagen och olika komplexitetsnivåer i inköpsprocessen identifierades skillnader i utvärderingen, segmenteringen, inriktningen och positioneringen som gjordes av B2B och B2C startups. Det påvisades att företagen som säljer till andra företag satsar mindre på marknadsanalys och segmentering jämfört med de företagen som säljer till konsumenter. Historiskt sett har olika marknadsföringskanaler använts av de två segmenten. En trend har emellertid identifierats mot användning av liknande kanaler, eftersom B2B segmentet rör sig mot att tillämpa inkommande marknadsföring, vilket redan är det huvudsakliga tillvägagångssättet som tillämpas inom B2C segmentet. B2B segmentet identifierades även, jämfört med B2C segmentet, lägga vikt vid att uppnå en position inom marknaden som utstrålar trovärdighet. Vidare visade sig marknadsföringsprocessen i startups skilja sig från vad som föreslogs i litteraturen, detta till följd av att litteraturen inte tar hänsyn till de bristande resurserna och den innovativa miljön som präglar en startup. Därför tillhandahålls ett förslag på hur marknadsföringsprocessen bättre kan anpassas till startupkontexten, detta genom att inkludera en återkopplingsslinga vilket resulterar i en mer iterativ marknadsföringsprocess.

APA, Harvard, Vancouver, ISO, and other styles

9

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.

Full text

Abstract:

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 strategia di Inbound Marketing nel settore industriale.

APA, Harvard, Vancouver, ISO, and other styles

10

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

Find full text

Abstract:

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.

APA, Harvard, Vancouver, ISO, and other styles

More sources

Books on the topic "B2B marketing"

1

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

Full text

APA, Harvard, Vancouver, ISO, and other styles

2

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

Full text

Abstract:

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 increasingly determined by their participation and position in competitive and viable value creation networks. For students, postgraduates of universities, researchers and teachers.

APA, Harvard, Vancouver, ISO, and other styles

3

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

Full text

APA, Harvard, Vancouver, ISO, and other styles

4

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

Full text

APA, Harvard, Vancouver, ISO, and other styles

5

B2B digital marketing. Indianapolis, Ind., USA: Que, 2012.

Find full text

APA, Harvard, Vancouver, ISO, and other styles

6

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

Full text

APA, Harvard, Vancouver, ISO, and other styles

7

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

Find full text

APA, Harvard, Vancouver, ISO, and other styles

8

Schulkind, Andrew. Marketing for Small B2B Businesses. Berkeley, CA: Apress, 2022. http://dx.doi.org/10.1007/978-1-4842-8741-5.

Full text

APA, Harvard, Vancouver, ISO, and other styles

9

Dach, Christian. Inbound-Marketing für B2B-Unternehmen. Wiesbaden: Springer Fachmedien Wiesbaden, 2023. http://dx.doi.org/10.1007/978-3-658-42262-2.

Full text

APA, Harvard, Vancouver, ISO, and other styles

10

Kreutzer, Ralf T., Andrea Rumler, and Benjamin Wille-Baumkauff. B2B-Online-Marketing und Social Media. Wiesbaden: Springer Fachmedien Wiesbaden, 2015. http://dx.doi.org/10.1007/978-3-658-04695-8.

Full text

APA, Harvard, Vancouver, ISO, and other styles

More sources

Book chapters on the topic "B2B marketing"

1

Chaston, Ian. "B2B Marketing." In Entrepreneurial Marketing, 276–92. London: Macmillan Education UK, 2016. http://dx.doi.org/10.1007/978-1-137-50092-2_15.

Full text

APA, Harvard, Vancouver, ISO, and other styles

2

Charlesworth, Alan. "B2B and the B2B website." In Digital Marketing, 179–94. 4th ed. London: Routledge, 2022. http://dx.doi.org/10.4324/9781003147411-7.

Full text

APA, Harvard, Vancouver, ISO, and other styles

3

Helmold, Marc. "B2B and B2C Marketing." In Management for Professionals, 45–49. Cham: Springer International Publishing, 2022. http://dx.doi.org/10.1007/978-3-031-10097-0_4.

Full text

APA, Harvard, Vancouver, ISO, and other styles

4

Backhaus, Klaus. "Geschäftstypenwahl im B2B-Bereich." In Entrepreneurial Marketing, 277–98. Wiesbaden: Springer Fachmedien Wiesbaden, 2015. http://dx.doi.org/10.1007/978-3-658-05026-9_15.

Full text

APA, Harvard, Vancouver, ISO, and other styles

5

Purle, Enrico, Mahmut Arica, Sabine Korte, and Henning Hummels. "B2B-Vertriebspolitik." In B2B-Marketing und Vertrieb, 419–71. Wiesbaden: Springer Fachmedien Wiesbaden, 2023. http://dx.doi.org/10.1007/978-3-658-37867-7_13.

Full text

APA, Harvard, Vancouver, ISO, and other styles

6

Purle, Enrico, Mahmut Arica, Sabine Korte, and Henning Hummels. "B2B-Produktpolitik." In B2B-Marketing und Vertrieb, 233–303. Wiesbaden: Springer Fachmedien Wiesbaden, 2023. http://dx.doi.org/10.1007/978-3-658-37867-7_10.

Full text

APA, Harvard, Vancouver, ISO, and other styles

7

Purle, Enrico, Mahmut Arica, Sabine Korte, and Henning Hummels. "B2B-Kommunikationspolitik." In B2B-Marketing und Vertrieb, 363–418. Wiesbaden: Springer Fachmedien Wiesbaden, 2023. http://dx.doi.org/10.1007/978-3-658-37867-7_12.

Full text

APA, Harvard, Vancouver, ISO, and other styles

8

Purle, Enrico, Mahmut Arica, Sabine Korte, and Henning Hummels. "B2B-Preispolitik." In B2B-Marketing und Vertrieb, 305–62. Wiesbaden: Springer Fachmedien Wiesbaden, 2023. http://dx.doi.org/10.1007/978-3-658-37867-7_11.

Full text

APA, Harvard, Vancouver, ISO, and other styles

9

Juska, Jerome M. "B2B Communication Strategies." In Integrated Marketing Communication, 271–84. 2nd ed. New York: Routledge, 2021. http://dx.doi.org/10.4324/9780367443382-12.

Full text

APA, Harvard, Vancouver, ISO, and other styles

10

Jeannet, Jean-Pierre, Thierry Volery, Heiko Bergmann, and Cornelia Amstutz. "Marketing and Sales Processes." In Masterpieces of Swiss Entrepreneurship, 135–47. Cham: Springer International Publishing, 2021. http://dx.doi.org/10.1007/978-3-030-65287-6_13.

Full text

Abstract:

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 on application-driven sales, key account systems, and reliance on lead customers. Examples from adopting key account systems and enlisting lead customers are provided.

APA, Harvard, Vancouver, ISO, and other styles

Conference papers on the topic "B2B marketing"

1

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.

Full text

APA, Harvard, Vancouver, ISO, and other styles

2

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.

Full text

APA, Harvard, Vancouver, ISO, and other styles

3

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). Paris, France: Atlantis Press, 2021. http://dx.doi.org/10.2991/aebmr.k.210831.107.

Full text

APA, Harvard, Vancouver, ISO, and other styles

4

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.

Full text

APA, Harvard, Vancouver, ISO, and other styles

5

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

Full text

APA, Harvard, Vancouver, ISO, and other styles

6

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.

Full text

APA, Harvard, Vancouver, ISO, and other styles

7

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.

Full text

Abstract:

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 motivations. The aim of this paper is to gain insight into the basic concepts what rules must be followed to avoid delays, errors and losses, especially considering suppliers, who want to work internationally. This paper is complemented by a case study of an infrastructure product (sewage pipe system), that was manufactured and successfully launched and installed in the Philippines. This research shows the strategy for an infrastructure product market penetration for a new player in the market, with a „non-existent “product.

APA, Harvard, Vancouver, ISO, and other styles

8

Huang, Mei-Hua, Perng-Fei Huang, and Chih-Ling Hsieh. "Key Factors Influencing B2B Relationship Marketing in the Telecommunications Industry." In the 2017 International Conference. New York, New York, USA: ACM Press, 2017. http://dx.doi.org/10.1145/3092027.3092034.

Full text

APA, Harvard, Vancouver, ISO, and other styles

9

Yang, Jingyuan, Chuanren Liu, Mingfei Teng, Hui Xiong, March Liao, and Vivian Zhu. "Exploiting Temporal and Social Factors for B2B Marketing Campaign Recommendations." In 2015 IEEE International Conference on Data Mining (ICDM). IEEE, 2015. http://dx.doi.org/10.1109/icdm.2015.71.

Full text

APA, Harvard, Vancouver, ISO, and other styles

10

Dudakov, G., A. L. Zolkin, T. N. Mozharova, V. A. Mironchuk, and V. A. Dorzhdeeva. "Contribution of digital marketing channels on B2B electronic commerce market." In VII INTERNATIONAL CONFERENCE “SAFETY PROBLEMS OF CIVIL ENGINEERING CRITICAL INFRASTRUCTURES” (SPCECI2021). AIP Publishing, 2023. http://dx.doi.org/10.1063/5.0125241.

Full text

APA, Harvard, Vancouver, ISO, and other styles

Reports on the topic "B2B marketing"

1

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

Full text

APA, Harvard, Vancouver, ISO, and other styles

We offer discounts on all premium plans for authors whose works are included in thematic literature selections. Contact us to get a unique promo code!