Log in

Relevant bibliographies by topics / Marketing B2C / Journal articles

To see the other types of publications on this topic, follow the link: Marketing B2C.

Journal articles on the topic 'Marketing B2C'

Author: Grafiati

Published: 7 September 2021

Last updated: 29 July 2025

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

Select a source type:

Consult the top 50 journal articles for your research on the topic 'Marketing B2C.'

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.

Browse journal articles on a wide variety of disciplines and organise your bibliography correctly.

1

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

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

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 (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

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

Full text

Abstract:

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

APA, Harvard, Vancouver, ISO, and other styles

4

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

Full text

Abstract:

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

APA, Harvard, Vancouver, ISO, and other styles

5

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, whe

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 (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 hipóte

APA, Harvard, Vancouver, ISO, and other styles

7

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.

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

APA, Harvard, Vancouver, ISO, and other styles

8

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.

Full text

Abstract:

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

APA, Harvard, Vancouver, ISO, and other styles

9

Rizky, Harry. "The Influence of B2B (Business to Business) and B2C (Business to Customer) Marketing Strategies on How to Purchase Lion Group Aircraft Tickets in The Public Environment." Journal of Social Research 2, no. 8 (2023): 2688–97. http://dx.doi.org/10.55324/josr.v2i8.1324.

Full text

Abstract:

Airfare is a form of agreement between the buyer of flight services and the airline. Ticket sales are the biggest income for an airline company engaged in civil aviation. Airline companies will certainly carry out various strategies to support the marketing of their products. Including the use of B2B and B2C marketing strategies. Airline ticket sales are spread in various ways, either by buying from airlines directly by ordering through the company's website or the company's ticketing office through airline ticket sales agents or through airline ticket sales applications. This study aims to de

APA, Harvard, Vancouver, ISO, and other styles

10

Ghazaryan, Satenik, Pavel Domnin, Askar Kinzhigaliev, and Tatyana Sokolova. "CURRENT APPROACH TO CUSTOMER BASE SEGMENTATION FOR DIGITAL B2C AND B2B COMPANIES." Modern economic research 954, no. 3 (62) (2024): 174–79. https://doi.org/10.5281/zenodo.13683358.

Full text

Abstract:

This paper investigates the application of digital technologies in e-commerce for addressing customer base segmentation challenges in B2B and B2C communication channels. The article emphasizes that customer segmentation is a fundamental task in e-commerce, whose solution optimizes customer interaction and improves marketing and sales efficiency. It describes the conceptual differences between B2B and B2C customer segments, identifies key segmentation criteria, and explores the technologies utilized in this process. The paper defines a conceptual algorithm for customer base segmentation, which

APA, Harvard, Vancouver, ISO, and other styles

11

E. Plank, Richard, and Robert Hooker. "Sales and operations planning." Journal of Research in Interactive Marketing 8, no. 1 (2014): 18–36. http://dx.doi.org/10.1108/jrim-08-2013-0059.

Full text

Abstract:

Purpose – The purpose of this paper is to outline the usage of interactive marketing tools in the area of sales and operations planning (S&OP) to further collaboration among supply chain partners. Emergent challenges and research directions are proposed. Design/methodology/approach – Using extant literature from S&OP, supply chain management and interactive marketing, the authors integrate those to show the value of using interactive marketing tools to further integration across the supply chain of important S&OP processes. Findings – S&OP utilizes sophisticated software to int

APA, Harvard, Vancouver, ISO, and other styles

12

Dugar-Zhabon, Ruslana. "NTERNET MARKETING TOOLS IN THE CONSTRUCTION INDUSTRY." Scientific Papers Collection of the Angarsk State Technical University 2021, no. 1 (2021): 263–66. http://dx.doi.org/10.36629/2686-7788-2021-1-1-263-266.

Full text

APA, Harvard, Vancouver, ISO, and other styles

13

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 (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 pane

APA, Harvard, Vancouver, ISO, and other styles

14

Liao, Huiru, and Sang-Bing Tsai. "Research on the B2C Online Marketing Effect Based on the LS-SVM Algorithm and Multimodel Fusion." Mathematical Problems in Engineering 2021 (July 8, 2021): 1–11. http://dx.doi.org/10.1155/2021/8186849.

Full text

Abstract:

The comprehensive B2C online marketing is analyzed, and the current situation and shortage of comprehensive B2C online marketing strategies are summarized. Then, based on the relevant theories of consumer behavior and online marketing, the model of influencing factors in the purchasing decision-making process of online consumers is preliminarily constructed, the online purchasing behavior of consumers is studied by means of questionnaire survey, and the model is revised and improved through data collection and verification. Finally, based on the model, the online marketing strategy is discusse

APA, Harvard, Vancouver, ISO, and other styles

15

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.

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

APA, Harvard, Vancouver, ISO, and other styles

16

Pascalau, Simona Valentina. "Application of B2C digital marketing." AGORA INTERNATIONAL JOURNAL OF ECONOMICAL SCIENCES 15 (February 14, 2022): 13–16. http://dx.doi.org/10.15837/aijes.v15i.4726.

Full text

Abstract:

The purpose of this paper is to understand the application of digital B2C marketing. Companies market directly to end customers or decision-makers through B2C marketing. Most B2C customers base their decisions on how they feel about a product or service, not on facts or how useful it is. B2C marketers can take advantage of this by developing customized content that appeals to the emotions of their target audience.

APA, Harvard, Vancouver, ISO, and other styles

17

Farras, Sasqia Putri, and Sarjono Putro Utomo. "Analytical Hierarchy Process (AHP) Method for Marketing Agency Selection at PT Kirana Mitraabadi." International Journal of Current Science Research and Review 07, no. 02 (2024): 1325–32. https://doi.org/10.5281/zenodo.10684288.

Full text

Abstract:

Abstract : E-Commerce growth in Indonesia sets the stage for PT Kirana Mitraabadi, underlined by statistics indicating a substantial increase in e-commerce users. PT Kirana has identified the need to embrace and make a shift from a B2B-focused business model to the dynamic B2C market. The company aims to leverage this momentum, recognizing the potential to broaden its customer base and drive sales through the introduction of a new product line derived from its core offering of paraffin wax. However, the complexities of this shift reveal a major challenge in PT Kirana’s marketing division

APA, Harvard, Vancouver, ISO, and other styles

18

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 (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 r

APA, Harvard, Vancouver, ISO, and other styles

19

САРАЕВ, А. А. "COMPARATIVE ANALYSIS OF FEATURES AND TOOLS OF MARKETING IN B2B AND B2C SEGMENTS." Экономика и предпринимательство, no. 8(169) (August 30, 2024): 812–14. http://dx.doi.org/10.34925/eip.2024.169.8.153.

Full text

Abstract:

В статье рассмотрены ключевые отличия маркетинговой деятельности в B2B и B2C сегментах. Сделаны выводы о схожести и отличиях, выделены особенности продвижения продуктов или услуг предприятия на рынке B2B. Для понимания отличий продвижения на двух рынках был проведен сравнительный анализ инструментов продвижения, сделаны выводы относительно целесообразности использования инструментов при работе на каждом из рынков. The article discusses the key differences between marketing in the B2B and B2C segments. The analysis of similarities and differences, and the features of promoting the company’s pro

APA, Harvard, Vancouver, ISO, and other styles

20

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.

Full text

Abstract:

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

APA, Harvard, Vancouver, ISO, and other styles

21

Syahban, Khofifah Rahmat, and Endy Gunanto Marsasi. "Implementation of Integrated Marketing Communication Based on Purchase Intention in The Artisan Tea Marketing Program." Jurnal Manajemen Bisnis 11, no. 1 (2024): 01–13. http://dx.doi.org/10.33096/jmb.v11i1.625.

Full text

Abstract:

This study delves into a plantation industry company operating with B2B and B2C marketing but needs more digital marketing expertise. Their production base is situated in Wonosobo Regency, known for supplying raw materials to market leaders, positioning them as market followers. PT. Perkebunan Teh Tambi introduced the "Volka" brand's Tea Artisan program. The primary aim of this research is to formulate the company's digital marketing strategy. Qualitative research methods such as in-depth interviews, direct observations, document collection, and secondary data analysis within the company's mar

APA, Harvard, Vancouver, ISO, and other styles

22

Rohit, M. ""Transforming Digital Marketing: Key Trends and Strategies for Effective B2B/B2C Campaigns"." INTERNATIONAL JOURNAL OF SCIENTIFIC RESEARCH IN ENGINEERING AND MANAGEMENT 09, no. 04 (2025): 1–9. https://doi.org/10.55041/ijsrem45777.

Full text

Abstract:

Abstract The rapid evolution of digital marketing continues to reshape how businesses engage with their audiences, driven by innovations across social media, analytics, and omnichannel strategies. Social media platforms like Instagram, TikTok, and LinkedIn are evolving with unique trends that enable businesses to reach both B2B and B2C markets through dynamic, authentic, and community-driven content. Meanwhile, data-driven marketing highlights the importance of leveraging analytics to optimize campaigns, personalize experiences, and improve ROI, with tools like AI, real-time insights, and priv

APA, Harvard, Vancouver, ISO, and other styles

23

RAJA, Dr M. "Services Marketing – A Study With Reference To Private Hospitals In Dharmapuri District." Restaurant Business 118, no. 9 (2019): 390–407. http://dx.doi.org/10.26643/rb.v118i9.8509.

Full text

Abstract:

Services marketing are a sub field of marketing which covers the marketing of both goods and services. Goods include the marketing of fast moving consumer goods (FMCG) and durables. Services marketing typically refer to the marketing of both business to consumer (B2C) and business to business (B2B) services. Common examples of service marketing are found in telecommunications, air travel, health care, financial services, all types of hospitality services, car rental services, and professional services.

APA, Harvard, Vancouver, ISO, and other styles

24

Wei, Jianhua. "Research on B2C Online Marketing Mode based on Multimodel Fusion and Intelligent Big Data Analysis Method." Computational Intelligence and Neuroscience 2022 (July 30, 2022): 1–8. http://dx.doi.org/10.1155/2022/8868722.

Full text

Abstract:

B2C online marketing mode is the development trend of future marketing. The key to improve the efficiency of such a mode is to make efficient use of the current large-scale data and mining the corresponding potential value. To control the cost of B2C online marketing mode, this paper analyzes the UJRP model and proposes a hybrid bat difference algorithm (BADE). Experimental results are verified the effectiveness of the proposed method in diversity and cost control. Furthermore, we utilize multimodel fusion strategy (linear weighted fusion) to achieve better performances in B2C online marketing

APA, Harvard, Vancouver, ISO, and other styles

25

Rėklaitis, Kęstutis, and Lina Pilelienė. "Principle Differences between B2B and B2C Marketing Communication Processes." Management of Organizations: Systematic Research 81, no. 1 (2019): 73–86. http://dx.doi.org/10.1515/mosr-2019-0005.

Full text

Abstract:

AbstractThe scientific problem analysed in the article focuses on identifying the differences in the marketing communication process in a framework of business-to-consumer and business-to-business markets. The results show that although it may seem that the process itself is the same in both situations, however, it has many differences as well as many aspects in common.

APA, Harvard, Vancouver, ISO, and other styles

26

Skare, Marinko, Beata Gavurova, and Martin Rigelsky. "Innovation activity and the outcomes of B2C, B2B, and B2G E-Commerce in EU countries." Journal of Business Research 163 (August 2023): 113874. http://dx.doi.org/10.1016/j.jbusres.2023.113874.

Full text

APA, Harvard, Vancouver, ISO, and other styles

27

Fernández Bedoya, Victor Hugo. "Marketing industrial: un tópico poco explorado." Espíritu Emprendedor TES 4, no. 2 (2020): 41–48. http://dx.doi.org/10.33970/eetes.v4.n2.2020.193.

Full text

Abstract:

El propósito de este artículo fue el de proporcionar una fuente actualizada en relación a los tópicos de marketing industrial. Se analizaron los fundamentos del marketing en empresas industriales (de ahora en adelante B2B) de diversas fuentes, comparándolo con el marketing de empresas de consumo (de ahora en adelante B2C). Para finalizar, el investigador presentó las conclusiones del análisis y una serie de recomendaciones para su correcto aprovechamiento en la industria.

APA, Harvard, Vancouver, ISO, and other styles

28

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

Full text

Abstract:

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

APA, Harvard, Vancouver, ISO, and other styles

29

Nath, Atanu, Parmita Saha, and Esmail Salehi-Sangari. "Blurring the borders between B2B and B2C: a model of antecedents behind usage of social media for travel planning." Journal of Business & Industrial Marketing 34, no. 7 (2019): 1468–81. http://dx.doi.org/10.1108/jbim-11-2018-0329.

Full text

Abstract:

Purpose The purpose of this paper is to call for a scrutiny of the dualist approach to business-to-business (B2B) and business-to-customer (B2C) marketing in industries driven by consumer-generated content. It posits that individual consumer-centric factors are influential for B2B marketing as well in sectors such as the travel industry and investigates the determinants of tourists’ intention to use social media websites for travel planning. Design/methodology/approach Integrating constructs from IS and marketing literature, the paper proposes information quality and perceived enjoyment as ant

APA, Harvard, Vancouver, ISO, and other styles

30

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

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 fur

APA, Harvard, Vancouver, ISO, and other styles

31

Verma, Rajeev, G. K. Murthy Kothapalli, and Ranjani Kumari. "B2B or B2C dilemma in maintenance industry: UrbanKare." Emerald Emerging Markets Case Studies 10, no. 4 (2020): 1–25. http://dx.doi.org/10.1108/eemcs-12-2019-0328.

Full text

Abstract:

Learning outcomes The learning outcomes are as follows: assessing the changing trend in the needs of the customer, leading to evolution of new types of businesses in the urban areas. Deep understanding of household service industry and its future. Assessing the skills and capabilities required to become an entrepreneur and follow entrepreneurship. Understanding the aggregator, two-sided business model prevailing in the market. Understand the concept of business-to-business (B2B), business-to-consumer (B2C) business model in household industry. Case overview/synopsis This case study is about tw

APA, Harvard, Vancouver, ISO, and other styles

32

Casidy, Riza, Mayoor Mohan, and Munyaradzi Nyadzayo. "Integrating B2B and B2C research to explain industrial buyer behavior." Industrial Marketing Management 106 (October 2022): 267–69. http://dx.doi.org/10.1016/j.indmarman.2022.09.001.

Full text

APA, Harvard, Vancouver, ISO, and other styles

33

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.

Full text

Abstract:

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

APA, Harvard, Vancouver, ISO, and other styles

34

Мартакова, Д. Э. "Development of a marketing plan for a project to create a fluoroplastic heat exchanger apparatus of the Gazkhimkoplect company." Экономика и предпринимательство, no. 8(121) (July 26, 2020): 729–32. http://dx.doi.org/10.34925/eip.2020.121.8.149.

Full text

Abstract:

В статье представлен маркетинговый план проекта по созданию фторопластового теплообменного аппарата, определены цель и стратеги производства фторопласта. Проведён сравнительный анализ B2B и B2C рынков потребителей фторопласта. Для определения приоритетных направлений развития компании «Газхимкоплект». Для анализа внешней среды компании «Газхимкоплект» проведён PESTEL-анализа. Представлен план продвижения фторопластовых теплообменных аппаратов. The article presents the marketing plan of the project to create a fluoroplastic heat exchanger, defines the purpose and strategies for the production o

APA, Harvard, Vancouver, ISO, and other styles

35

Payne, Adrian, and Pennie Frow. "Developing superior value propositions: a strategic marketing imperative." Journal of Service Management 25, no. 2 (2014): 213–27. http://dx.doi.org/10.1108/josm-01-2014-0036.

Full text

Abstract:

Purpose – Scholars identify the value proposition as representing the essence of strategy and the firm's single most important organizing principle. However, research suggests less than 10 per cent of companies formally develop value propositions. The purpose of this paper is to undertake case study research investigating the process by which leading companies develop their value propositions. Design/methodology/approach – The research identifies that the financial services and telecommunications vertical markets are viewed as the highly sophisticated industry sectors in terms of customer mana

APA, Harvard, Vancouver, ISO, and other styles

36

Grissa, Karim. "Why Micro-influencers are Sharing Digital Brand Content in a B2B Context." Journal of Telecommunications and the Digital Economy 13, no. 1 (2025): 192–217. https://doi.org/10.18080/jtde.v13n1.1082.

Full text

Abstract:

This research aims to contribute in understanding micro-influencers’ behaviour in sharing digital brand content by focusing on business networking sites (LinkedIn, Xing). This choice was influenced by two considerations: first, marketing influence literature which is highly dominated by studies of B2C digital context to the detriment of B2B digital context despite their crucial importance in the marketing arena. And second, given their particularity, micro-influencers are more likely to have motivations that are totally or partially different from what the literature suggests for all influence

APA, Harvard, Vancouver, ISO, and other styles

37

Shah, Purvi. "Managing customer reactions to brand deletion in B2B and B2C contexts." Journal of Retailing and Consumer Services 57 (November 2020): 102223. http://dx.doi.org/10.1016/j.jretconser.2020.102223.

Full text

APA, Harvard, Vancouver, ISO, and other styles

38

Eman Abdel Hameed Hasnin. "Leveraging of Digital B2C Marketing Between Product innovativeness and Product love." Journal of Information Systems Engineering and Management 10, no. 15s (2025): 613–31. https://doi.org/10.52783/jisem.v10i15s.2500.

Full text

Abstract:

This study investigates the impact of product innovativeness and digital B2C marketing on fostering product love among mobile consumers in Egypt, with a focus on telecommunications companies. The purpose of the research is to explore how these two factors influence consumer emotions and brand attachment, and to examine the mediating role of digital B2C marketing in this relationship. The study is based on a survey of 500 consumers of telecommunications services in Egypt, with data collected through structured questionnaires. Statistical tools including descriptive statistics, reliability and v

APA, Harvard, Vancouver, ISO, and other styles

39

Tyagi, Mukund, Dr Nikhil Sirohi, Dr Pallavi Tyagi, and Kajal Yadav. "Future Trends of B2C Marketing with Artificial Intelligence." INTERNATIONAL JOURNAL OF SCIENTIFIC RESEARCH IN ENGINEERING AND MANAGEMENT 09, no. 07 (2025): 1–9. https://doi.org/10.55041/ijsrem51309.

Full text

Abstract:

Artificial Intelligence (AI) is fundamentally transforming business-to-consumer (B2C) marketing by enhancing the ability of brands to understand, engage, and retain customers. This paper investigates the emerging trends shaping the future of B2C marketing through the integration of advanced AI technologies. Key developments such as generative AI, conversational interfaces, emotion AI, and ethical personalization are enabling hyper-personalized content, real-time customer interactions, and deeper emotional engagement. These innovations are not only optimizing marketing strategies but also resha

APA, Harvard, Vancouver, ISO, and other styles

40

Firmanjaya Saputra, Anggi, Yunia Wardi, and Ilham Thaib. "Bridging the Gap Between Business to Business (B2B) and Business to Consumer (B2C): Thought Leadership in Industrial Marketing-A Systematic Review of the Literature and Propositions." KOLOKIUM Jurnal Pendidikan Luar Sekolah 12, no. 1 (2024): 150–62. http://dx.doi.org/10.24036/kolokium.v12i1.845.

Full text

Abstract:

This article examines the important role of thought leadership in bridging the gap between business to business (B2B) and business to consumer (B2C) in the context of industrial marketing. By conducting a systematic literature review of 20 related articles, this research identifies key factors such as transformational leadership, knowledge-oriented leadership, ethical leadership, adaptability, collaboration, and innovation as important elements in designing effective leadership strategies. Findings from various studies highlight the need for a holistic and adaptive approach in managing differe

APA, Harvard, Vancouver, ISO, and other styles

41

Cvetković, Filip, Pavle Mitić, Miloš Stojanović, and Anja Veličković. "ANALYSIS OF THE ROLE AND SIGNIFICANCE OF CONTENT MARKETING IN B2B SECTOR IN THE REPUBLIC OF SERBIA." SCIENCE International Journal 3, no. 4 (2024): 41–46. https://doi.org/10.35120/sciencej0304041c.

Full text

Abstract:

Content marketing has garnered significant attention with the evolution of digital marketing. Widely prevalent, it is now most prominent on digital channels such as social media, blogs, podcasts, e-books, webinars, case studies, and various other forms. Both B2C (Business-to-Consumer) and B2B (Business-to-Business) markets are expanding, with competition intensifying for market share, striving for continuous dominance. With the development of digital channels, the significance of content marketing is increasingly recognized. The aim of this study is to highlight the importance of content marke

APA, Harvard, Vancouver, ISO, and other styles

42

Aleshnikova, Vera, Nadezhda Anisimova, Ekaterina Sumarokova, Irina Serebryakova, and Olga Meshcheryakova. "B2B and B2C marketing of energy-saving products, technologies and programs." IOP Conference Series: Materials Science and Engineering 890 (August 13, 2020): 012193. http://dx.doi.org/10.1088/1757-899x/890/1/012193.

Full text

APA, Harvard, Vancouver, ISO, and other styles

43

Назарук, Андрій. "ASSESSMENT OF THE EFFICIENCY OF MARKETING BUDGETS ON THE B2C E-COMMERCE MARKET." Economic journal of Lesya Ukrainka Volyn National University 2, no. 38 (2024): 127–33. http://dx.doi.org/10.29038/2786-4618-2024-02-127-133.

Full text

Abstract:

Introduction. In the conditions of the rapid development of e-commerce in the B2C market, it is important to ensure the effective use of marketing budgets to achieve competitive advantages. Evaluating the effectiveness of marketing spend allows businesses to optimize resources, increase return on investment, and reach a larger target audience. This requires the formation of methodological approaches for evaluating and improving the effectiveness of marketing budgets in this area. The purpose of the article. The purpose of the study is to study approaches to evaluating the effectiveness of mark

APA, Harvard, Vancouver, ISO, and other styles

44

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.

Full text

Abstract:

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

APA, Harvard, Vancouver, ISO, and other styles

45

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 th

APA, Harvard, Vancouver, ISO, and other styles

46

Shkeda, Oleksandr. "DEVREL STRATEGY FOR CUSTOMER RELATIONSHIP MANAGEMENT IN THE CONTEXT OF EVANGELISTIC MARKETING." Market economy: modern management theory and practice 22, no. 2(54) (2023): 181–96. http://dx.doi.org/10.18524/2413-9998.2023.2(54).297359.

Full text

Abstract:

The article presents a DevRel strategy model for establishing a sustainable relationship between a brand and consumers who play the role of marketing evangelists. Treating brand consumers as developers and creators of an informational product allows the brand to benefit from network effects. This is described both qualitatively and quantitatively based on the laws of Sarnoff, Metcalfe and Reed. Brand network effect and consumer creativity together form a multi-sided platform that serves as an ecosystem for further relationships between the brand, consumer developers and society. The role of th

APA, Harvard, Vancouver, ISO, and other styles

47

Ординський, Володимир І. "СТРАТЕГІЯ ІНТЕРНЕТ-МАРКЕТИНГУ ІТ-ПРОДУКТУ НА РИНКУ B2C". Bulletin of the Kyiv National University of Technologies and Design. Series: Economic sciences 149, № 4 (2021): 92–100. http://dx.doi.org/10.30857/2413-0117.2020.4.9.

Full text

Abstract:

The article discusses the issues of developing an effective strategic approach to promoting IT products via the Internet on a B2C market to attain marketing goals. The study provides insights into the peculiarities and essential differences in marketing activities on a B2B and B2C markets along with revealing the specifics of using Internet marketing tools in a consumer market subject to specific features of an information technology product and a particular phase of a consumer’s purchase decision. The findings demonstrate that IT products are characterized by high degree of innovation and tec

APA, Harvard, Vancouver, ISO, and other styles

48

DANT, R., and J. BROWN. "Bridging the B2C and B2B Research Divide: The Domain of Retailing Literature." Journal of Retailing 84, no. 4 (2008): 371–97. http://dx.doi.org/10.1016/j.jretai.2008.09.005.

Full text

APA, Harvard, Vancouver, ISO, and other styles

49

Boyce, Wesley S., and Haim Mano. "An inquiry into the supplier selection decision from the business-to-consumer (B2C) perspective." Journal of Business & Industrial Marketing 33, no. 8 (2018): 1221–30. http://dx.doi.org/10.1108/jbim-06-2018-0183.

Full text

Abstract:

Purpose The purpose of this paper is to provide insights into what selection criteria consumers find critical when making the supplier selection decision. Much research exists on the business-to-business (B2B) perspective, so this research seeks to investigate the business-to-consumer (B2C) viewpoint. Design/methodology/approach A survey is used to identify the areas that consumers find to be important when seeking suppliers. Factor analysis is used to identify selection criteria that are important to consumers. Findings The results suggest that consumers value several factors quite highly, in

APA, Harvard, Vancouver, ISO, and other styles

50

Jain, Varsha, Subhadip Roy, and Ashok Ranchhod. "Marketing brand Aava: not as simple as water." Emerald Emerging Markets Case Studies 3, no. 6 (2013): 1–15. http://dx.doi.org/10.1108/eemcs-05-2013-0062.

Full text

Abstract:

Subject area The present field-based case study is related to topics in marketing area, more specifically brand management, strategic marketing and business strategy. Study level/applicability This case is primarily meant for second-year students in a postgraduate program in business management (MBA). The case could also be discussed in an executive development program on marketing/business strategy. Case overview The present case is based on Aava natural mineral water, the brainchild of Mr Behram Mehta, Chairman of Shelpee Enterprises. The case explores at the various marketing strategies ado

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!