Relevant bibliographies by topics / B2B Marketing Mix

Contents

  1. Journal articles
  2. Dissertations / Theses
  3. Books
  4. Book chapters
  5. Conference papers

Academic literature on the topic 'B2B Marketing Mix'

Author: Grafiati
Published: 5 June 2025
Last updated: 16 July 2025

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Journal articles on the topic "B2B Marketing Mix"

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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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Ahuja, Yukti, Pooja Jain, and Parul Gupta. "Uni Style Image – a savvy fashion brand poised to stay buoyant." Emerald Emerging Markets Case Studies 13, no. 4 (2023): 1–26. http://dx.doi.org/10.1108/eemcs-12-2022-0537.

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Learning outcomes This case study covers marketing concepts, including marketing mix, segmentation, targeting and brand positioning and communication. After completion of the case study, the students will be able to understand the importance of segmentation and targeting; recognize the differences between business-to-business (B2B) and business-to-customers (B2C) segments; gain knowledge about the points of parity and points of difference while positioning; and examine the elements of a marketing mix. Case overview/synopsis The case centered around Mr. Ashvinder Singh, founder and director of
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Sciarrino, Joann, Jim Friedman, William Todd Kirk, Carole Anne Mayers, and John J. Prudente. "Salespersons as media channel: Making marketing mix modelling work for business-to-business." Journal of Digital & Social Media Marketing 12, no. 4 (2025): 325. https://doi.org/10.69554/wnis8466.

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In the realm of business-to-business (B2B) marketing, quantifying the impact of salespersons’ messages alongside traditional paid media has been a persistent challenge. Traditional marketing mix models (MMMs) often neglect the nuanced contributions of salespersons as a direct selling channel. This paper aims to fill this gap by developing an integrated method that incorporates sales, marketing activities, media spend and sales message types. Utilising a novel approach combining path analysis, seemingly unrelated regression and hierarchical Bayesian techniques, the research on which this paper
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Efanny, Wita, Jony Haryanto, Muhammad Kashif, and Hanif Adinugroho Widyanto. "The relationship between marketing mix and retailer-perceived brand equity." IMP Journal 12, no. 1 (2018): 192–208. http://dx.doi.org/10.1108/imp-12-2016-0019.

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Purpose A huge investment launching the marketing program is made by the manufacturers to establish brand loyalty with retailers and other supply chain partners; however, what is the impact of these efforts on retailer-perceived brand equity (RPBE) is scarcely investigated in a business-to-business (B2B) context. The purpose of this paper is to investigate the impact of Nu Green – a brand of tea as a manufacturer’s marketing efforts on RPBE. Design/methodology/approach Based on the positivist paradigm, the authors followed a survey-based approach to collect data from 125 retailers of Nu Green
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Roser, Thorsten, Robert DeFillippi, and Alain Samson. "Managing your co‐creation mix: co‐creation ventures in distinctive contexts." European Business Review 25, no. 1 (2013): 20–41. http://dx.doi.org/10.1108/09555341311287727.

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PurposeThe purpose of this paper is to make a contribution to co‐creation theory by integrating conceptual insights from the management and marketing literatures that are both concerned with co‐creation phenomena. It aims to develop a reference model for comparing how different organizations organize and manage their co‐creation ventures. It also aims to apply the authors' framework to four distinct cases that illustrate the differences in co‐creation practice within different co‐creation environments.Design/methodology/approachThe authors compare four different companies based on case profile
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Rosdiana, Rosdiana, Rhian Indradewa, Edi Hamdi, and Ketut Sunaryanto. "Marketing Strategy Implementation for Business Plan at Material Handling Rental Services Startup LogisMe." Studi Ilmu Manajemen dan Organisasi 6, no. 1 (2025): 95–110. https://doi.org/10.35912/simo.v6i1.3595.

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Purpose: This study aims to analyze the marketing strategies and operational practices of LogisMe, a logistics company focused on material handling. It explores the use of the B2B model, NICE marketing mix, and Porter’s Generic Strategy for market differentiation. Additionally, the research examines customer relationship management, relationship marketing, digital marketing, and employee expertise in enhancing sales effectiveness. Methodology/approach: This research employs a qualitative approach, gathering data from LogisMe’s internal documents, marketing strategies, and operational plans. A
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Tobiassen, Anita Ellen, and Inger Beate Pettersen. "Understanding networking dynamics in born global firms’ internationalization: balancing the mix of physical and virtual networking in B2B markets." Journal of Business & Industrial Marketing 38, no. 3 (2022): 494–506. http://dx.doi.org/10.1108/jbim-12-2020-0534.

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Purpose This paper aims to explore how born global firms (BGs) in business to business (B2B) markets balance the mix of physical and virtual networking through social media to gain access to resources throughout their internationalization process. Further, the research seeks to understand these firms’ network dynamics in their continual adaptation to changing resource requirements throughout the internationalization process. Design/methodology/approach This research adopts a multiple case study approach based on in-depth interviews with founders and key informants in BGs in the software indust
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Djudjur Luciana Radjagukguk and Hajid Arrafi. "Marketing Communication Strategy of PT. Cyber Edu Inkor in Promoting Cyber Learning Programs." IJESS International Journal of Education and Social Science 3, no. 1 (2022): 43–48. http://dx.doi.org/10.56371/ijess.v3i1.75.

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The technology market is getting more advanced from time to time, especially in the world of education, which is known as cyber education or Cyber ​​Learning. One of them is PT. Cyber ​​Edu Inkor is a service or product company that runs cyber education programs for the advancement of education, because there are still people in Indonesia who have not received education evenly. The presence of PT. Cyber ​​Edu Inkor himself explained that there are many ways to make digital-based learning so that it can be accessed by the wider community, using one of the technologies. The purpose of this study
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Siddhanta, Somroop, and Neelotpaul Banerjee. "The impact of promotional mix on profit in the B2B sector." Marketing Intelligence & Planning 32, no. 5 (2014): 600–615. http://dx.doi.org/10.1108/mip-05-2013-0074.

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Purpose – The purpose this paper is to analyze the causal relationship between promotional mix (PROMOMIX) which includes advertising, sales promotion, personal selling, direct marketing and gross profit (GRPROFIT) in the cement industry in India, while also trying to study their long-term and short-term relationship so as to understand the impact of one variable on another. Design/methodology/approach – Both the variables PROMOMIX and GRPROFIT were subjected to log transformations and then to stationarity testing and subsequently tested for the presence of cointegration after which the vector
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Fahlevi, Arif, and Mohammad Toha. "Proposed Marketing Strategy To Increase Brand Recognition In B2B Business (Case Study At PT Prima Sambara Persada)." Journal Integration of Management Studies 3, no. 2 (2025): 227–40. https://doi.org/10.58229/jims.v3i2.344.

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The fast growth of the FMCG industry in Indonesia has opened up new markets for B2B raw material suppliers like PT Prima Sambara Persada (PT PSP), a spice supplier in Jakarta. Despite operating well and having important certifications, PT PSP faces problems with being well-known in the B2B food manufacturing industry. This paper suggests a marketing approach to raise the company’s brand awareness by studying internal and external conditions. A qualitative research method combines Segmenting, Targeting, and Positioning (STP), the expanded marketing mix (7Ps), and PESTEL analysis. The fuzzy anal
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Dissertations / Theses on the topic "B2B Marketing Mix"

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Štěrbová, Michaela. "Oslovení nových zákazníků na B2B trhu ve Velké Británii." Master's thesis, Vysoké učení technické v Brně. Fakulta podnikatelská, 2020. http://www.nusl.cz/ntk/nusl-414501.

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This diploma thesis is focused on the communication mix in a Czech company operating in the field of web analytics and also on its proposed design for the B2B market in England. The theoretical part is focused on the definition of marketing, international marketing, marketing and communication mix. The analytical part is focused on the characteristics of the company, analysis of the micro and macro environment, analysis of the marketing and communication mix of the company. The last part is devoted to the design of the company's communication mix for the B2B market in England. These proposals
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Roshchina, Polina. "Návrh zlepšení internetového marketingu pro vybranou B2B společnost." Master's thesis, Vysoké učení technické v Brně. Fakulta podnikatelská, 2020. http://www.nusl.cz/ntk/nusl-414485.

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The focus of this thesis is the analysis and evaluation of the marketing tools that are currently being used by a specific international company and a proposal for improving the efficiency of their methods. The company has a few branches in Europe, Asia, North and South America and provides B2B services in the Language Service Provider (LSP) industry.
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Hradecká, Aneta. "Specifika marketingové komunikace americké IT firmy na evropském trhu." Master's thesis, Vysoká škola ekonomická v Praze, 2015. http://www.nusl.cz/ntk/nusl-262186.

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This master thesis deals with the specifics of marketing communication of American IT company on the European market. The aim of this work is to describe principles of marketing and marketing communication. The main objective of this work is the analysis of Hewlett Packard Enterprise marketing communication, its evaluation and formulation of recommendations that would lead to more effective marketing communication. The benefit of this thesis should be creating comprehensive view of the company, analysis of its communication and subsequent suggestions for improvement, which could be applied in
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Novotná, Barbora. "Image značky L´Oréal Professionnel v segmentu B2B." Master's thesis, Vysoká škola ekonomická v Praze, 2012. http://www.nusl.cz/ntk/nusl-165937.

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I have focused on the problematic of L'Oréal Professionnel brand image, which is the brand of professional haircare cosmetics in B2B segment. B2B segment is the key source of income of this brand. In theoretical part I have explained terms like brand, brand image and brand identity, marketing mix, marketing strategy, consumer behaviour, brand knowledge etc. In practical part, I have focused on the development of L'Oréal Professionnel brand as well as the development of its marketing strategy and its present image. Moreover, I have researched what is the real L'Oréal Professionnel image like an
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Vanková, Ivana. "Porovnání B2B marketingových nástrojů u vybraných distributorů léčiv." Master's thesis, Vysoká škola ekonomická v Praze, 2015. http://www.nusl.cz/ntk/nusl-262198.

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The diploma thesis deals with a comparison of B2B marketing tools of the biggest pharmaceutical distributors on the Czech market. Alliance Healthcare is one of the leading distributors in this area and would like to increase its turnover and gain new clients. The aim of the thesis is to define marketing tools of all pharmaceutical distributors, make a questionnaire based on this topic that will be sent to customers of the biggest companies and find out how the particular tools are evaluated by the pharmacies and what the position of Alliance Healthcare in comparison to its competitors is. Afte
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Škorpilová, Pavla. "Návrh marketingové komunikační strategie a návazných aktivit produktové řady BTP-06 společnosti JABLOCOM s.r.o." Master's thesis, Vysoká škola ekonomická v Praze, 2010. http://www.nusl.cz/ntk/nusl-113820.

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The goal of this study is to outline a marketing communication strategy and following activities for the BTP-06 product line of company JABLOCOM s.r.o. As a theoretical background marketing communication and it's methods and tools used on B2B markets will be mentioned. Relating to marketing communication activities which were conducted in the company in the last years and taking into account the outlined activities, the hypothesis will be verified at the end in order to find out whether the change in the marketing communication strategy helped the company to increase the sales of the particula
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Davidová, Petra. "Návrh komunikačního mixu vybraného podniku." Master's thesis, Vysoké učení technické v Brně. Fakulta podnikatelská, 2017. http://www.nusl.cz/ntk/nusl-319444.

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This thesis is concerned with a proposal of communication mix for the company Forst Agro s.r.o. It explains the most important terms and principles related to the current issues of marketing in the B2B segment. Furthermore, a detailed analysis of the current state of the company is made and also a specific proposal of new communication mix is created. This should lead to the fulfilment of defined goals.
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Orgoníková, Marika. "Marketingový mix vybraného podniku na B2B trhu ve Švédsku." Master's thesis, Vysoké učení technické v Brně. Fakulta podnikatelská, 2021. http://www.nusl.cz/ntk/nusl-443135.

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This diploma theses is focused on marketing mix of a selected company which operates in an international environment. .The diploma thesis consists of three parts. The theoretical part focuses on the description of basic characteristics and concepts which are related to given issue. The analytical part consists of analyses performed in both internal and external environment of the company WoodBag s. r. o. on the assumption of its future expansion to the Swedish market. Results that we achieved are stated in SWOT analysis. The final part is the draft part, in which recommendations and potential
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Sekeráková, Jana. "Marketingová stratégie vybranej spoločnosti." Master's thesis, Vysoká škola ekonomická v Praze, 2011. http://www.nusl.cz/ntk/nusl-124831.

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The aim of this master thesis was to provide management of XERTEC and its marketing department for possible improvements of the current marketing strategy. Optimal propose ideas starts with a planning phase of the strategic marketing process that is focused on understanding the business and its environment. It has helped the processing of the situational analysis. Macro-analysis was conducted by using the PEST analysis, micro environment was assessed by using Porter five forces model and for the mapping of the internal situation was used the background of the VRIO analysis. The results of thes
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Žák, Ivan. "Návrh marketingové strategie společnosti LAUFEN CZ s.r.o." Master's thesis, Vysoké učení technické v Brně. Fakulta podnikatelská, 2016. http://www.nusl.cz/ntk/nusl-241656.

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The main aim of this master’s thesis is to propose marketing strategy for the company LAUFEN CZ s.r.o. The theoretical part contains main marketing terms, which will be used for an analysis of actual situation and for marketing strategy proposal that will lead to the fulfilment of the goals.
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Books on the topic "B2B Marketing Mix"

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Barfknecht, Kerstin. Social Media Im B2B-Bereich. ein Neuer Kommunikationskanal Im Marketing-Mix. GRIN Verlag GmbH, 2017.

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Seebacher, Uwe. Praxishandbuch B2B-Marketing: Neueste Konzepte, Strategien und Technologien Sowie Praxiserprobte Vorgehensmodelle - Mit 11 Fallstudien. Springer Fachmedien Wiesbaden GmbH, 2021.

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Seebacher, Uwe. Praxishandbuch B2B-Marketing: Neueste Konzepte, Strategien und Technologien Sowie Praxiserprobte Vorgehensmodelle - Mit 13 Fallstudien. Springer Fachmedien Wiesbaden GmbH, 2023.

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Book chapters on the topic "B2B Marketing Mix"

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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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Utzt, Dorothea, and Carolin Durst. "Dein Inbound-Outbound-Mix: Die Mischung macht’s." In B2B Digital Marketing Playbook. Springer Berlin Heidelberg, 2025. https://doi.org/10.1007/978-3-658-45379-4_5.

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Durst, Carolin, and Nadine Lumme. "Content Marketing – Inhalte mit Mehrwert." In B2B Digital Marketing Playbook. Springer Berlin Heidelberg, 2025. https://doi.org/10.1007/978-3-658-45379-4_4.

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Brunner, Dominik. "Fallstudie Datengetriebenes Management mit Predictive Intelligence zur Früherkennung von Exportchancen." In Praxishandbuch B2B-Marketing. Springer Fachmedien Wiesbaden, 2023. http://dx.doi.org/10.1007/978-3-658-40037-8_41.

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Mörk, Olaf. "Situatives Content-Marketing – Mit Smart Content die Kunden trotz Informationsflut erreichen." In Praxishandbuch B2B-Marketing. Springer Fachmedien Wiesbaden, 2023. http://dx.doi.org/10.1007/978-3-658-40037-8_19.

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Kleinemaß, Mike, and Uwe Seebacher. "Mit Volldampf Richtung Industrie 5.0 – Die Frage lautet nicht ob, sondern wie schnell!" In Praxishandbuch B2B-Marketing. Springer Fachmedien Wiesbaden, 2023. http://dx.doi.org/10.1007/978-3-658-40037-8_2.

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Nolte, Oliver, and Sönke Caro. "Mit Lead Management Kunden erfolgreich gewinnen und binden – Die Erfolgsgeschichte des Intralogistikanbieters STILL." In Praxishandbuch B2B-Marketing. Springer Fachmedien Wiesbaden, 2023. http://dx.doi.org/10.1007/978-3-658-40037-8_37.

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Mörk, Olaf. "Contingency-Centric Content Management (CCCM) – Mit Smart Content die Kunden trotz Informationsflut erreichen." In Praxishandbuch B2B-Marketing. Springer Fachmedien Wiesbaden, 2021. http://dx.doi.org/10.1007/978-3-658-31651-8_15.

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Nolte, Oliver, and Sönke Caro. "Mit Lead Management Kunden erfolgreich gewinnen und binden – Die Erfolgsgeschichte des Intralogistikanbieters STILL." In Praxishandbuch B2B-Marketing. Springer Fachmedien Wiesbaden, 2021. http://dx.doi.org/10.1007/978-3-658-31651-8_28.

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Laschet, Fabio-Yannick. "Noncomplainer als Herausforderung für das BtB-Marketing." In Noncomplainer-Management im BtB-Marketing. Springer Fachmedien Wiesbaden, 2024. http://dx.doi.org/10.1007/978-3-658-44272-9_1.

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ZusammenfassungIn Zeiten eines permanenten Wandels und der damit einhergehenden Transformation betriebswirtschaftlichen und gesellschaftlichen Handelns stellen besonders Informationen eine erfolgskritische Ressource für Unternehmen dar. Angesichts dieser wachsenden Herausforderung starteten bereits mehr als 80 % der in ihrer Branche führenden Unternehmen erfolgreiche Initiativen zur Generierung und Analyse von Big Data, da diese Informationen als ein wichtiger Werttreiber für künftige Innovationen und Disruptionen gesehen werden. Allerdings bringt dieser Wandel auch eine neue Generation an Business-to-Business(BtB)-Entscheidern und -Einkäufern mit sich, wodurch sich Marketing-Manager mit wesentlich veränderten und meist gestiegenen Kundenerwartungen konfrontiert sehen.
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Conference papers on the topic "B2B Marketing Mix"

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Красюк, Ирина Анатольевна, and Алексей Юрьевич Брагин. "IMPROVING THE MARKETING MIX AS A METHODOLOGICAL BASIS FOR THE FORMATION OF KEY COMPETENCIES OF AN INDUSTRIAL ENTERPRISE." In Наука. Исследования. Практика: сборник избранных статей по материалам Международной научной конференции (Санкт-Петербург, Февраль 2022). Crossref, 2022. http://dx.doi.org/10.37539/srp301.2022.15.65.009.

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В статье рассмотрены маркетинговые инструменты, применяемые промышленными предприятиями, на рынке В2В. Показано эволюционное развитие комплекса маркетинга, определены области ключевых компетенций. Сформирован методологический базис развития ключевых компетенций, содержательное наполнение которого определяет совершенствование комплекса маркетинга, а диалектику направлений исследования компетентностный подход. The article discusses marketing tools used by industrial enterprises in the B2B market. The evolutionary development of the marketing complex is shown, the areas of key competencies are id
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Karpushkina, Irina. "THE MARKETING MIX IN THE ACTIVITY OF NON-COMMERCIAL ORGANIZATIONS, USING THE EXAMPLE OF THE BALTIC STATES." In SGEM 2014 Scientific SubConference on POLITICAL SCIENCES, LAW, FINANCE, ECONOMICS AND TOURISM. Stef92 Technology, 2014. http://dx.doi.org/10.5593/sgemsocial2014/b23/s7.099.

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Labes (CRACIUN), Diana Cristina, Adrian Ioana, Roxana Marina Solea, Daniela Tufeanu, and Paul Stefan Trandafir. "TECHNICAL-ECONOMIC MANAGEMENT ELEMENTS SPECIFIC TO ECO-COMMERCE." In GEOLINKS International Conference. SAIMA Consult Ltd, 2020. http://dx.doi.org/10.32008/geolinks2020/b2/v2/21.

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The article has as a starting point the definition of the notion of commerce in its two senses: economic sense and legal sense. We also defined the notion of eco-commerce as "the presentation and sale of organic products, under prescribed ecological conditions", according to European regulations. Also, in the article we present original elements of technical-economic management specific to eco-commerce. We present and analyze the correlations between the "4 P" of the marketing mix (production, price, promotion, placement) and the technological elements. Based on an original correlation scheme,
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