a model for developing digital marketing capabilities in B2B markets
محورهای موضوعی : Marketing
farnaz raeisizadeh
1
,
Masoumeh Hosseinzadeh shahri
2
,
Maryam Nematollahi Sarvestani
3
1 - Alzahra University, Faculty of social and Economic sciences, management department, Tehran, Iran.
2 - Alzahra University, Faculty of social and Economic sciences, management department, Tehran, Iran.
3 - management department, Faculty of social and economic sciences, Alzahra university, Tehran, Iran
کلید واژه: B2B market, Digital marketing, Digital marketing capabilities,
چکیده مقاله :
Having a comprehensive view of digital marketing capabilities is essential for companies to survive in the revolutionized digital world. Specifically, in B2B commerce, is a game-changer, turning complex sales cycles into efficient that boost client engagement and drive rapid growth. Accordingly, the purpose of the present research is to design a model for developing digital marketing capabilities in B2B markets. Emphasizing B2B marketing, this research has adopted a qualitative approach. A model is developed through grounded - theory and in-depth semi-structured interviews with 12 experts of medical and industrial gases industry. The collected data has been analyzed with the three-step coding method and Nvivo10 software. The data has categorized into 6 main categories including; casual conditions (dominance of the Internet, development of international relations in B2B markets and digital marketing features), intervening conditions (manager's attitude and cooperation of different units of organization), contextual conditions (changing the way B2B customers choose suppliers and predominance of classic approach in B2Bmarkets), methods (e-mail marketing, website, etc.), consequences(customer retention and loyalty and increasing the growth rate of the organization) and main phenomenon (development of digital marketing capability in B2B market). This model provides a comprehensive mental framework for the managers of this field regarding the capabilities of digital marketing.
Having a comprehensive view of digital marketing capabilities is essential for companies to survive in the revolutionized digital world. Specifically, in B2B commerce, is a game-changer, turning complex sales cycles into efficient that boost client engagement and drive rapid growth. Accordingly, the purpose of the present research is to design a model for developing digital marketing capabilities in B2B markets. Emphasizing B2B marketing, this research has adopted a qualitative approach. A model is developed through grounded - theory and in-depth semi-structured interviews with 12 experts of medical and industrial gases industry. The collected data has been analyzed with the three-step coding method and Nvivo10 software. The data has categorized into 6 main categories including; casual conditions (dominance of the Internet, development of international relations in B2B markets and digital marketing features), intervening conditions (manager's attitude and cooperation of different units of organization), contextual conditions (changing the way B2B customers choose suppliers and predominance of classic approach in B2Bmarkets), methods (e-mail marketing, website, etc.), consequences(customer retention and loyalty and increasing the growth rate of the organization) and main phenomenon (development of digital marketing capability in B2B market). This model provides a comprehensive mental framework for the managers of this field regarding the capabilities of digital marketing.
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