Global ETD Search
Search theses and dissertations gathered from participating repositories worldwide. Every result links back to the library that holds it. No account is needed.
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Showing 1 to 5 of 5 for “"B2B marketing"”.
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Data-driven B2B marketing Utilization of data in B2B companies' marketing decision-making
The world of marketing is a constantly changing field. Not just with fast phasing consumers wanting to have communications through the most current mediums, but also due to the increasing availability of data to structure and streamline their work as a marketer. This study aims to determine how …
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In search of digital marketing communications success: the case of oil and gas industry B2B SMEs.
… of this study is the use and role of digital marketing communications (DMC) among B2B SMEs in the oil and gas industry. In order to understand the role of DMC, which is described as the use of DMC channels, such as website, social media, e-mail and mobile marketing, a comprehensive review is …
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Three essays on digital and non-digital transformations in business-to-business markets
Fundamental changes in business-to-business (B2B) buying behavior confront B2B supplier firms with unprecedented challenges. On the one hand, a rising share of industrial buyers demands digitalized offerings and processes from suppliers. Consequently, suppliers are urged to implement digital …
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Leveraging the service marketing mix to reduce price sensitivity in product-centric B2B firms across Europe
… de mestrado explora a utilização da lógica do marketing de serviços para reduzir a sensibilidade ao preço entre as Pequenas e Médias Empresas (PMEs) multiculturais na Europa, da indústria de construção pré-fabricada, tanto em clientes como em fornecedores. A dissertação apresenta um quadro …