Business-to-Business Digital Marketing
Chapter from the book:
Fettahlıoğlu,
H.
S.
&
Bilginer Ozsaatcı,
F.
G.
(eds.)
2023.
Digital Transformation of Marketing: Marketing 5.0.
Synopsis
The emergence of the Internet and new technology has changed the role and practices of marketing, and digital transformation in marketing has become a necessity for businesses that want to get ahead in global competition or expand their target markets. Digital marketing offers important opportunities for businesses to raise awareness about their products and services, strengthen their brand image, gain new customers, and increase and maintain their profitability in a way that creates customer satisfaction and loyalty. As a part of digital transformation, which refers to the reshaping of traditional business processes with digital technologies, digital marketing and strategies are of great importance for businesses operating in B2B markets, as well as in B2C markets, to gain a competitive advantage in order to adapt to today's intensely competitive environment. Digital transformation and digital marketing have become increasingly important issues for businesses operating in B2B markets to survive by adapting to today's intensely competitive environment. In this research, the concept of business-to-business digital marketing, which is gaining importance both in the marketing literature and in sectoral applications, the importance of digital marketing for B2B businesses, and successful application examples were discussed, and as a result of the findings made in the light of the relevant literature, both contributed to the relevant literature and offered suggestions for marketing practitioners.
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Copyright (c) 2023 Çağlar Samsa- Melis Erçin Yurcu- Müjde Aksoy- Zeliha Çakıroğlu- Hatice Seçil Fettahlıoğlu- Fatma Zehra Korlaelçi- Berna Ağbulut- Gizem Tokmak Danışman- Yağmur Kerse- Şerife Kazancı Sunaoğlu- Neslişah Özdemir- Ebru Bilgen Kocatürk- Aslıhan Yavuzalp Marangoz- Reyhan Bahar- Selin Köksal Araç- Emine Pınar Saygın- Nezihe Figen Ersoy Arca- Ruhan İri- Nedret Erboy- Sema Sarı- Erdem Özkan- Aykut Bilici- Hümeyra Evrensel- Kazım Kılınç- Uğur Erdoğan; Hatice Seçil Fettahlıoğlu- Fatma Gül Bilginer Ozsaatcı