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Relevant bibliographies by topics / B2B Marketing Strategy

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Journal articles
Dissertations / Theses
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Academic literature on the topic 'B2B Marketing Strategy'

Author: Grafiati

Published: 4 June 2025

Last updated: 1 August 2025

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Journal articles on the topic "B2B Marketing Strategy"

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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 (2020): 721–40. http://dx.doi.org/10.1108/jbim-06-2018-0190.

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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

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Mohapatra, Subhalaxmi, and Risha Roy. "Iro Iro – should the brand go circular B2B or B2C way." Emerald Emerging Markets Case Studies 14, no. 2 (2024): 1–19. http://dx.doi.org/10.1108/eemcs-12-2023-0484.

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Learning outcomes After completion of the case study, students will be able to understand how a business model could use sustainability to develop a brand, assess the marketing logic of a new startup and how that links to marketing plan, identify the relevance and need of a marketing plan in a startup and its growth, understand the differences between business-to-business (B2B) and business-to-consumers (B2C) business strategy for a new startup and enable the construction of a communication strategy for promoting a brand. Case overview/synopsis Iro Iro is a circular fashion business founded by

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Yanti, Pitri, Ratih Hurriyati, Vanessa Gaffar, and Puspo Dewi Dirgantari. "Optimising MSMEs B2B Marketing Performance Through Marketing Automation In CRM Strategy." Jurnal Manajemen 28, no. 3 (2024): 495–518. http://dx.doi.org/10.24912/jm.v28i3.1881.

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This research investigates the influence of technology readiness and ICT capabilities on marketing automation within B2B MSMEs' CRM strategies. Using quantitative methods in 105 B2B MSMEs employing marketing automation tools, the study employs Structural Equation Modeling (SEM) with Lisrel 8.8 software for analysis. Findings reveal that Technology Readiness significantly impacts ICT Capability, with innovation indicators holding a dominant 67.240 per cent effect. ICT Capability positively influences marketing automation, primarily driven by the use of ICT (84.600 per cent). Marketing automatio

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Cawsey, Timothy, and Jennifer Rowley. "Social media brand building strategies in B2B companies." Marketing Intelligence & Planning 34, no. 6 (2016): 754–76. http://dx.doi.org/10.1108/mip-04-2015-0079.

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Purpose The purpose of this paper is to provide a unique overview of business-to-business (B2B) companies engagement with and strategic approach to use of social media in brand building. This research complements the much more extensive knowledge base regarding social media use in business-to-consumer (B2C) contexts. Design/methodology/approach Since social media marketing is a relatively new activity for B2B companies an interpretivist stance that is inductive in nature is adopted. Semi-structured interviews were conducted with marketing professionals involved in managing social media program

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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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Yaghtin, Shahrzad, Hossein Safarzadeh, and Mehdi Karimi Zand. "Planning a goal-oriented B2B content marketing strategy." Marketing Intelligence & Planning 38, no. 7 (2020): 1007–20. http://dx.doi.org/10.1108/mip-11-2019-0559.

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PurposeThe main objective of this study is identification of the key factors in planning digital content marketing (DCM) strategy in line with the corporate's main marketing objectives in the B2B sector.Design/methodology/approachIn order to identify the different content types and their corresponding marketing goals, content analysis method was served to analyze the content of Instagram pages of 24 top-ranked corporates from three different industries. SPSS version 22 was used to investigate the significant difference levels and the mean ranks of identified content types.FindingsThe findings

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Rudawska, Edyta. "Sustainable marketing strategy in food and drink industry: a comparative analysis of B2B and B2C SMEs operating in Europe." Journal of Business & Industrial Marketing 34, no. 4 (2019): 875–90. http://dx.doi.org/10.1108/jbim-05-2018-0171.

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Purpose The paper aims to make a contribution by providing a comprehensive understanding of the scope of the implementation of sustainable marketing tools in SMEs operating in the food and drink industry in Europe. The focus will be put on the identification of differences between companies operating in business-to-business (B2B) and business-to-customer (B2C) context. Design/methodology/approach The empirical basis is a survey of 770 European SMEs, of which 369 operate in Western European countries (including UK, Germany and Spain) and 401 in Central and Eastern Europe (including Poland, Croa

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Prygara, O., and Yu Skoryna. "COMPANY PROMOTION STRATEGY IN INTERNATIONAL B2B MARKETS." Bulletin of Taras Shevchenko National University of Kyiv. Economics, no. 221 (2022): 51–57. http://dx.doi.org/10.17721/1728-2667.2022/221-4/7.

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The research focuses on the company’s promotion strategy in international B2B markets, revealing different approaches to the promotion concept and strategy. The promotion strategy is viewed as a way of determining the company’s long-term goals for building a system of marketing communications between the company and a consumer regarding the dissemination of information about products using communication tools (advertising, PR, personal selling, direct marketing, sales promotion) aimed to form the demand for goods. The research studies the causes influencing the international communication proc

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Scheer, Lisa. "Three challenging trends for marketing strategy – and B2B – doctoral education." Journal of Business & Industrial Marketing 35, no. 4 (2019): 619–21. http://dx.doi.org/10.1108/jbim-09-2018-0265.

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Purpose The purpose of this paper is to share personal observations regarding three trends that pose challenges for marketing doctoral programs and the development of B2B scholar-researchers. Design/methodology/approach The author raises questions and looks to the body of marketing and B2B scholars to seek answers – if they agree that these trends threaten to undermine the strength of marketing doctoral education. Findings The study has no findings, just observations and thoughts from a marketing strategy and B2B researcher who has been involved in doctoral education in various ways. Originali

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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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Dissertations / Theses on the topic "B2B Marketing Strategy"

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Peca, Ondřej. "Marketingová strategie firmy Van Leeuwen." Master's thesis, Vysoká škola ekonomická v Praze, 2008. http://www.nusl.cz/ntk/nusl-4558.

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Szabó, Attila. "B2B marketingová komunikace společnosti John Deere." Master's thesis, Vysoká škola ekonomická v Praze, 2013. http://www.nusl.cz/ntk/nusl-192670.

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The aim of this master's thesis is to evaluate the implementation of the B2B marketing strategy of John Deere on a specific example. The theoretical part of the thesis focuses on defining the basics of modern marketing communications. Next it deals with defining the concept of B2B marketing and related strategies. The practical part focuses on the characterisation of the agricultural machinery industry and the slovak agricultural sector. Further it includes the introduction of other B2B marketing tools of John Deere in practice.

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Janů, Šimon. "Marketingová strategie pro společnost HASOFT, s.r.o." Master's thesis, Vysoké učení technické v Brně. Fakulta podnikatelská, 2018. http://www.nusl.cz/ntk/nusl-377570.

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The master's thesis is the suggestion of marketing strategy for HASOFT, s.r.o. company. Thesis is separated to three parts. Theoretical, analytic and third part contains some of my proposals and designs. First part is a detailed description of theoretical resources. The second part is focused on the complex analysis of the company and results of this research. On the basis of these facts I work out a marketing strategy which contains couple proposals and design for this company.

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Sjöström, Hanna, and Jessika Jelincic. "Marknadsföringsstrategier för sociala medier hos B2B-företag." Thesis, Högskolan i Gävle, Avdelningen för ekonomi, 2017. http://urn.kb.se/resolve?urn=urn:nbn:se:hig:diva-24303.

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Syfte: Denna studie syftar till att analysera användningen av sociala medier i B2B-företagens marknadsföringsstrategi utifrån de sex komponenterna övervaka konversationer och lyssna på kunder, empowerment och engagera anställda, skapa attraktivt innehåll, stimulera elektronisk word of mouth (eWOM), utvärdera och välj kanaler samt förbättra förekomsten av varumärket. Metod: Denna studie antar en deduktiv ansats. Studien genomförs i form av en multipel fallstudie med kvalitativ forskningsdesign. Utifrån den teoretiska referensramen utformades en intervjuguide som användes i tolv kvalitativa semi

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Fistein, Benjamin. "Designing a Communication Strategy for a Start- Up Company." Master's thesis, Vysoká škola ekonomická v Praze, 2015. http://www.nusl.cz/ntk/nusl-194093.

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This thesis outlines the fundamental theory of setting up a marketing communication strategy in a B2B start-up environment. The objective is to design a communication strategy for a start-up company from scratch, providing a detailed outline of the steps required and considerations to be included, based on the literature from the theoretical part. This thesis serves as a practical guide for the creation of a successful communication strategy in a B2B start-up - a topic which has not been covered sufficiently by academic literature to date. In order to design the promotional strategy, existing

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Vaculíková, Michaela. "Marketingová strategie společnosti SAP." Master's thesis, Vysoká škola ekonomická v Praze, 2010. http://www.nusl.cz/ntk/nusl-71886.

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The thesis deals with marketing strategy of SAP, important software company in B2B market. Goal of this thesis is to use theoretical knowledge to describe and analyse marketing strategy of SAP and at the same time to analyse efectivity of database marketing team. Database marketing team is one of the most important things that lead to successful marketing strategy and this thesis will propose possible solutions to discovered shortcomings of this team. The thesis contains not only theoretical information about international marketing strategy but it shows real marketing strategy of SAP and its

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Soudský, Tomáš. "Marketing logistického poskytovatele." Master's thesis, Vysoká škola ekonomická v Praze, 2013. http://www.nusl.cz/ntk/nusl-199742.

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The thesis focuses on implementation of logistics provider`s strategy. It is divided in two parts, the first one is considered as a theoretical basement, which is, used in the practical part. The used methods can be characterized as the top strategic tools, which are implemented in tactic and operative level. The thesis tries to find out, which is the right way to profile small logistics provider, to be competitive large enterprises. The product portfolio is analyzed in practical part. Analysis is a medium for setting the processes in the context of strategic objectives.

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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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Hampejsová, Julie. "Marketingová strategie vybrané firmy." Master's thesis, Vysoká škola ekonomická v Praze, 2012. http://www.nusl.cz/ntk/nusl-195449.

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This diploma thesis deals with the marketing strategy of a selected company. The selected company is Cloos Praha, spol. s r. o., which sells welding technology to industrial companies in the Czech republic and Slovakia -- so it concerns B2B segment. The theoretical part deals with the general solutions of creating the marketing strategy and marketing plan and then with the specifics of the B2B marketing. In the second part the daughter company Cloos Praha is introduced as well as the German mother company Carl Cloos Schweisstechnik GmbH an then it deals with the creation of the marketing strat

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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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Books on the topic "B2B Marketing Strategy"

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Haig, Matt. The B2B e-commerce handbook: How to transform your business-to-business global marketing strategy. Kogan Page, 2001.

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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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Sarin, Sharad. Strategic brand management for B2B markets: A road map for organizational transformation. Response Books, 2010.

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Simmons, Jason W. Marketing Strategy: A Beginner's Guide to B2B Marketing Success. BookBaby, 2017.

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Teagues, Marya. B2B Marketing Fundamentals : the Global Mechanics of B2B Marketing Decisions and Their Interdependence: How to Create a B2B Marketing Strategy. Independently Published, 2021.

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Taylor, Heidi. B2B Marketing Strategy: Differentiate, Develop and Deliver Lasting Customer Engagement. Kogan Page, Limited, 2017.

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B2B marketing strategy: Differentiate, develop and deliver lasting customer engagement. 2018.

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B2B Digital Marketing Strategy: How to Use New Frameworks and Models to Achieve Growth. Kogan Page, Limited, 2023.

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B2B Digital Marketing Strategy: How to Use New Frameworks and Models to Achieve Growth. Kogan Page, Limited, 2023.

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B2B Digital Marketing Strategy: How to Use New Frameworks and Models to Achieve Growth. Kogan Page, Limited, 2023.

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Book chapters on the topic "B2B Marketing Strategy"

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Cairns, Alex. "B2B Marketing Strategy: Finding the Needle in the Haystack." In Management for Professionals. Springer International Publishing, 2021. http://dx.doi.org/10.1007/978-3-030-54292-4_5.

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Cairns, Alex. "B2B Marketing Strategy: Finding the Needle in the Haystack." In Contributions to Management Science. Springer Nature Switzerland, 2025. https://doi.org/10.1007/978-3-031-91183-5_6.

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Cusme-Palma, Cruz, Jorge Alvarez-Tello, and Mireya Zapata. "Digital Marketing Strategy for B2B Metalworking Industry: A Case Study for Ecuador." In Communications in Computer and Information Science. Springer Nature Switzerland, 2025. https://doi.org/10.1007/978-3-031-94168-9_29.

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Mörk, Olaf. "Die Situative-Content-Marketing-Strategie (SCMS) für B2B und B2C." In Situative Content-Marketing-Strategie. Springer Fachmedien Wiesbaden, 2021. http://dx.doi.org/10.1007/978-3-658-34328-6_3.

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Mörk, Olaf. "Umstände, die in Zukunft den Content bei B2B und B2C massiv beeinflussen." In Situative Content-Marketing-Strategie. Springer Fachmedien Wiesbaden, 2021. http://dx.doi.org/10.1007/978-3-658-34328-6_9.

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Cairns, Alex. "B2B-Marketing-Strategie – Die Nadel im Heuhaufen finden." In Praxishandbuch B2B-Marketing. Springer Fachmedien Wiesbaden, 2023. http://dx.doi.org/10.1007/978-3-658-40037-8_6.

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Cairns, Alex. "B2B-Marketing-Strategie – Die Nadel im Heuhaufen finden." In Praxishandbuch B2B-Marketing. Springer Fachmedien Wiesbaden, 2021. http://dx.doi.org/10.1007/978-3-658-31651-8_6.

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Andersson, Tuula, Mika Boedeker, and Vilma Vuori. "Emotion-Gauge: Analyzing Affective Experiences in B2B Customer Journeys." In Strategic Innovative Marketing. Springer International Publishing, 2017. http://dx.doi.org/10.1007/978-3-319-56288-9_5.

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Weinländer, Markus. "Social Selling als Marketing-Strategie für KMU – Fallstudie Dina Reit und die SK-Laser GmbH." In Praxishandbuch B2B-Marketing. Springer Fachmedien Wiesbaden, 2023. http://dx.doi.org/10.1007/978-3-658-40037-8_33.

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Farkas, Dan, and Rebecca Geier. "Two Common B2B Content Marketing Types: White Papers and Case Studies." In Strategic Content Marketing. Routledge, 2023. http://dx.doi.org/10.4324/9781003369103-12.

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Conference papers on the topic "B2B Marketing Strategy"

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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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Zeng, Zheng. "Discussion on B2B international marketing strategy based on customer relationship theory." In 2022 International Conference on Artificial Intelligence in Everything (AIE). IEEE, 2022. http://dx.doi.org/10.1109/aie57029.2022.00080.

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Fen, Shuhan, Alisher Subkhonberdiev, and E. Titova. "ANALYSIS OF THE COMPETITIVE ENVIRONMENT OF THE FURNITURE MARKET." In SUSTAINABLE ECONOMIC DEVELOPMENT: THE TRANSITION PATH IN A NEW QUALITY. FSBE Institution of Higher Education Voronezh State University of Forestry and Technologies named after G.F. Morozov, 2024. https://doi.org/10.58168/quality2024_101-107.

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Together, these platforms allow organizations to share content and interact closely with each dealer. In other words, platforms Social media can enable organizations to enhance their communication competence by promoting staff experience and encouraging participation through these innovative technologies. Thus, we can conclude that Woodmarkt has good financial and performance indicators, with few exceptions that do not have a significant impact on production. Competent marketing strategy « b2b » allows to solve many topical problems and attracts more customers, forming a more loyal attitude am

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Xu, Xixi, Zhizhen Bu, and Zhigang Fan. "Research on Marketing Strategy of B2C E-Commerce Platform Based On Marketing Strategy Triangle Model." In 5th International Conference on Financial Innovation and Economic Development (ICFIED 2020). Atlantis Press, 2020. http://dx.doi.org/10.2991/aebmr.k.200306.055.

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An Hexin and Tian Jing. "The analysis of B2C e-commerce implementation of the experiential marketing strategy." In 2011 2nd International Conference on Artificial Intelligence, Management Science and Electronic Commerce (AIMSEC). IEEE, 2011. http://dx.doi.org/10.1109/aimsec.2011.6010532.

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Haralambides, Prof Hercules. "Global Supply Chain Threats from Geopolitical Tension and Environmental Uncertainty: The 2024 Red Sea and Panama Canal Crises." In 5th World Conference on Business, Management, Finance, Economics, and Marketing. Eurasia Conferences, 2024. http://dx.doi.org/10.62422/978-81-968539-6-9-002.

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A series of disruptions and shocks to world trade, such as the wars in Ukraine and Gaza, the Red Sea crisis and the Panama Canal draught, have inflicted serious blows on the reliability of logistics and global supply chain management; in other words, on the very ‘system’ not only of trading but of organizing our every day lives. Here, I am attempting to describe measurable impacts of such ‘shocks’ on trading arrangements; on shifts in ocean routings (e.g., circumnavigating Africa); shipping costs; on old and new alternatives to areas of high risk (e.g., Red Sea); on resilience of maritime supp

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Platonova, Natalia. "THE STRATEGY OF PROMOTION AND SALES OF THE RUSSIAN TOURIST PRODUCT: A NEW APPROACH TO MARKETING." In 2nd International Multidisciplinary Scientific Conference on Social Sciences and Arts SGEM2015. Stef92 Technology, 2015. http://dx.doi.org/10.5593/sgemsocial2015/b23/s7.119.

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Koudelková, Petra, and Denisa Hejlová. "“IS GREEN IN FASHION?” ANALYSING THE STRATEGIC COMMUNICATION OF FASHION BRANDS AND THE ATTITUDES OF GENERATION Z CONSUMERS TOWARDS ENVIRONMENTAL ISSUES IN THE FASHION INDUSTRY." In NORDSCI Conference Proceedings. Saima Consult Ltd, 2021. http://dx.doi.org/10.32008/nordsci2021/b2/v4/03.

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"This paper deals with “green fashion” in marketing. Young people are interested in eco production and are seeking “eco” brands, at least that's how they declare it. Fashion brands want to fulfil the wishes of their customers. But there is still one question: are companies´ promises and statements true or is it only marketing and greenwashing? We have tested their sustainability reports and statements here involves. The main goal of the paper is to evaluate whether the environmental discourse is having an effect on young consumers (young people from generation Z) and whether they behave ecolog

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Segoro, Waseso, and Lela Elvira. "The Effect of Marketing Strategy and Service Quality on Customer Satisfaction and Its Impact on Customer Loyalty of BJB Bank in Bekasi." In 5th Global Conference on Business, Management and Entrepreneurship (GCBME 2020). Atlantis Press, 2021. http://dx.doi.org/10.2991/aebmr.k.210831.108.

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Adamska, Małgorzata, and Aneta Kucińska-Landwójtowicz. "THE IMPACT OF THE SERVICE PROCESS QUALITY ON THE CONSUMER'S BEHAVIOR AND PURCHASING DECISIONS." In NORDSCI Conference Proceedings. Saima Consult Ltd, 2021. http://dx.doi.org/10.32008/nordsci2021/b2/v4/06.

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"The purpose of the article is to present the impact and the role of sales personnel and the pursued quality strategy in the customer service process on the customer's behaviour and processes of making purchase decisions. The identified dependencies may exert a significant impact on activities undertaken with respect to the formation of future customer relations and their nature, with special attention given to the context of the service process quality and sale personnel who carries out such process. The article is a concept study based on the results of a literature search query, experiences

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