Intelligent business to business (B2B) marketing campaigns recommendation using personalized fuzzy preference temporal graph

2022 ◽  
Author(s):  
Sarita Patil ◽  
Vinod Vaze ◽  
Pankaj Agarkar
Keyword(s):  
B2b Marketing ◽  
Temporal Graph ◽  
Business To Business ◽  
Fuzzy Preference

An Introduction to Business Marketing

2011 ◽  
Author(s):  
Chris Fill ◽  
Scot McKee
Keyword(s):  
Supply Chains ◽  
Relationship Marketing ◽  
Perceived Value ◽  
Marketing Mix ◽  
Business Markets ◽  
Principal Characteristics ◽  
B2b Marketing ◽  
Goods And Services ◽  
Business To Consumer ◽  
Business To Business

This chapter explores some of the principal characteristics used to define business markets and marketing. It establishes the key elements of business-to-business (B2B) marketing and makes comparisons with the better-known business-to-consumer (B2C) sector. This leads to a consideration of appropriate definitions, parameters and direction for the book. After setting out the main types of organisations that operate in the B2B sector and categorising the goods and services that they buy or sell, the chapter introduces ideas about the business marketing mix, perceived value, supply chains, interorganisational relationships and relationship marketing. This opening chapter lays down the vital foundations and key principles which are subsequently developed in the book.

Impact of advertising puffery and celebrity trustworthiness on attitude and purchase intent: a study on Indian youth

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Krunal K. Punjani ◽  
V.V. Ravi Kumar
Keyword(s):  
Airline Industry ◽  
Multiple Attribute Decision Making ◽  
Content Type ◽  
B2b Marketing ◽  
Multiple Attribute ◽  
Agent Selection ◽  
Ground Handling ◽  
First Time ◽  
Business To Business

PurposeGround handling services are important for effective aircraft operations in the air transportation system. Airlines often outsource these services to ground handling agents through business-to-business (B2B) marketing decisions. Therefore, this paper aims to address the problem of ground handling agent selection in the airline industry.Design/methodology/approachA real-world case study was carried out to demonstrate the applicability of the integrated Best Worst Method and fuzzy multi-attribute ideal real comparative analysis (F-MAIRCA) approach to solve ground handling agent selection problems under uncertainty and imprecision. A two-stage sensitivity analysis was also conducted to ensure the credibility and validity of the application.FindingsIn the weighting stage, “Quality” was determined as the most important criterion in terms of supplier performance. With regard to the performance of the ground handling agents, A2 was found as the optimal supplier in terms of both credibility and validity.Practical implicationsThis study enumerated several criteria that ground handling agents must meet in order to effectively supply services for the airlines. In addition, this study provides a novel framework from which managers can gain additional benefits from their businesses. Finally, it is concluded that this approach will help airline managers quantitatively in choosing the most appropriate ground handling agent.Originality/valueThe contributions of this study to the existing literature are in twofold. First, the authors propose a novel multiple attribute decision-making (MADM) approach to address the problem of supplier selection for airlines under uncertainty and imprecision. Second, the selection of ground handling agents from the B2B perspective is addressed for the first time in the literature.

The impact of implicit bias on business-to-business marketing

2020 ◽  
Vol 35 (10) ◽  
pp. 1517-1525
Author(s):  
Kim Stephens ◽  
Richard L. Baskerville
Keyword(s):  
Process Model ◽  
Minority Groups ◽  
Implicit Bias ◽  
Social Cues ◽  
Relationship Building ◽  
Content Type ◽  
B2b Marketing ◽  
Interactive Workshop ◽  
The Impact ◽  
Business To Business

Purpose Physical social cues can influence the buyer and seller in business-to-business (B2B) marketing. The current behavioural model does not account for the role of implicit bias. The purpose of this paper is to present that relationship and introduce a process model to weaken implicit bias through training with the employment of transformational conversation. Design/methodology/approach With social cues as the predecessor to inferences, there is the potential for implicit bias to derail relationship building in a B2B context. The author’s qualitative field study offers guidance for businesses to make informed decisions about implicit bias training. Findings The study findings show that an interactive workshop following a process model with the addition of transformational conversation can weaken implicit bias. Research limitations/implications The research was conducted with a small cohort of information technology professionals. More research should be done specifically with sellers and buyers in various industries over a longer period of time with periodic follow-up on sales performance and relationship building. Practical implications Minority groups had a combined buying power of $3.9tn in 2018. For sellers to succeed, they have to be able to modulate the implicit biases that interfere with good sales relationships. Originality/value This paper introduces implicit bias as a moderator into the conceptual framework of the behavioural response to social cues in the B2B context and offers a model of implicit bias training using a process model with transformational conversation.

scholarly journals Artificial intelligence in business-to-business marketing: a bibliometric analysis of current research status, development and future directions

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Runyue Han ◽  
Hugo K.S. Lam ◽  
Yuanzhu Zhan ◽  
Yichuan Wang ◽  
Yogesh K. Dwivedi ◽  
...  
Keyword(s):  
Artificial Intelligence ◽  
Large Scale ◽  
Relevant Literature ◽  
Future Research ◽  
Specific Information ◽  
Future Directions ◽  
Content Type ◽  
B2b Marketing ◽  
Marketing Innovation ◽  
Business To Business

PurposeAlthough the value of artificial intelligence (AI) has been acknowledged by companies, the literature shows challenges concerning AI-enabled business-to-business (B2B) marketing innovation, as well as the diversity of roles AI can play in this regard. Accordingly, this study investigates the approaches that AI can be used for enabling B2B marketing innovation.Design/methodology/approachApplying a bibliometric research method, this study systematically investigates the literature regarding AI-enabled B2B marketing. It synthesises state-of-the-art knowledge from 221 journal articles published between 1990 and 2021.FindingsApart from offering specific information regarding the most influential authors and most frequently cited articles, the study further categorises the use of AI for innovation in B2B marketing into five domains, identifying the main trends in the literature and suggesting directions for future research.Practical implicationsThrough the five identified domains, practitioners can assess their current use of AI and identify their future needs in the relevant domains in order to make appropriate decisions on how to invest in AI. Thus, the research enables companies to realise their digital marketing innovation strategies through AI.Originality/valueThe research represents one of the first large-scale reviews of relevant literature on AI in B2B marketing by (1) obtaining and comparing the most influential works based on a series of analyses; (2) identifying five domains of research into how AI can be used for facilitating B2B marketing innovation and (3) classifying relevant articles into five different time periods in order to identify both past trends and future directions in this specific field.

scholarly journals An Evolutionary Overview of the Joint Researches on B2B Marketing and COO Effect

2016 ◽  
Vol 8 (4) ◽  
pp. 1
Author(s):  
Marcus Vinicius Costa de Melo Silva ◽  
Janaina De Moura Engracia Giraldi
Keyword(s):  
Literature Review ◽  
Graphical Representation ◽  
Country Of Origin ◽  
B2b Marketing ◽  
Assembly Design ◽  
Design And Manufacturing ◽  
Business To Business ◽  
Origin Effect

This paper is the result of a literature review on business-to-business marketing, and the country-of-origin effect, presenting an evolutionary overview on these topics throughout four decades. The findings indicate that the1970s served as scenario for the introduction of country-of-origin and B2B marketing altogether. During the 1980s, the topic was scarcely explored, being revisited in the next decade, with the addition of more countries and dimensions to the analysis. In the 1990s, the construct country-of-origin effect was dismembered into three others: country of assembly, design, and manufacturing. Finally, the 2000s served as setting for the most complex research of four decades analyzed. The conclusion of this literature review brings a graphical representation that displays the cited authors and their research, the countries involved in the assessments and, the theoretical gaps for further studies.

Analysis of content creation in social media by B2B companies

2015 ◽  
Vol 30 (6) ◽  
pp. 761-770 ◽  
Author(s):  
Lauri Huotari ◽  
Pauliina Ulkuniemi ◽  
Saila Saraniemi ◽  
Minna Mäläskä
Keyword(s):  
Social Media ◽  
Personal Relationships ◽  
Media Content ◽  
Content Type ◽  
B2b Marketing ◽  
Content Creation ◽  
Marketing Activities ◽  
Social Media Tools ◽  
Business To Business

Purpose – The present study aims to examine how business-to-business (B2B) marketers can influence content creation in social media. Social media tools are becoming an interesting component of B2B marketing because of the roles of personal relationships and interactions in these markets. However, research has not approached social media content creation from a B2B marketing perspective. Design/methodology/approach – Social media tools are becoming an interesting component of B2B marketing because of the roles of personal relationships and interactions in these markets. However, research has not approached social media content creation from a B2B marketing perspective. The present study examines how B2B marketers can influence content creation in social media. Findings – The paper proposes that B2B firms engaging in social media as part of their marketing efforts should carefully consider the roles and activities of various users, which are directed to and by different internal and external users. B2B companies can influence content creation in social media directly by adding new content, participating in discussions and removing content through corporate user accounts and controlling employee social media behavior or indirectly by training employees to create desired content and performing marketing activities that influence other users to create content that is favorable for the company. Originality/value – The study contributes to the theoretical discussion over B2B marketing communication and the role of social media in it.

Examining the use of fsQCA in B2B marketing research: benefits, current state and agenda for future research

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
David Marius Gligor ◽  
Ismail Golgeci ◽  
Carla Rego ◽  
Ivan Russo ◽  
Sıddık Bozkurt ◽  
...  
Keyword(s):  
Qualitative Comparative Analysis ◽  
Marketing Research ◽  
Future Research ◽  
New Developments ◽  
Content Type ◽  
B2b Marketing ◽  
Future Research Agenda ◽  
Current State ◽  
B2b Relationships ◽  
Business To Business

Purpose The purpose of this paper is to build on recent efforts occurring within business-to-business (B2B) marketing research to advance methodological developments. As phenomena within B2B relationships have become increasingly complex, marketing scholars have begun to point out the limitations associated with correlation-based methodological approaches and highlight the need for new developments in this area. One such development is the fuzzy set qualitative comparative analysis (fsQCA). Design/methodology/approach This study uses a literature review to examine the use of fsQCA in B2B marketing research. Findings First, the current manuscript presents the benefits that the application of fsQCA can offer to market researchers investigating B2B phenomena. Second, the paper presents the current state of fsQCA use within B2B marketing. Third, it suggests possible marketing B2B research topics that can be explored using fsQCA. Originality/value The study highlights the benefits of fsQCA, presents the current state of fsQCA use within B2B marketing and offers a rich future research agenda for B2B marketing scholars. This agenda can also help spur additional method developments in the discipline.

Artificial intelligence adoption in business-to-business marketing: toward a conceptual framework

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Lujie Chen ◽  
Mengqi Jiang ◽  
Fu Jia ◽  
Guoquan Liu
Keyword(s):  
Artificial Intelligence ◽  
Information Processing ◽  
Conceptual Framework ◽  
Conceptual Model ◽  
External Pressure ◽  
Information Processing Theory ◽  
Content Type ◽  
B2b Marketing ◽  
Processing Theory ◽  
Business To Business

Purpose The purpose of this study is to develop a synthesized conceptual framework for artificial intelligence (AI) adoption in the field of business-to-business (B2B) marketing. Design/methodology/approach A conceptual development approach has been adopted, based on a content analysis of 59 papers in peer-reviewed academic journals, to identify drivers, barriers, practices and consequences of AI adoption in B2B marketing. Based on these analyses and findings, a conceptual model is developed. Findings This paper identifies the following two key drivers of AI adoption: the shortcomings of current marketing activities and the external pressure imposed by informatization. Seven outcomes are identified, namely, efficiency improvements, accuracy improvements, better decision-making, customer relationship improvements, sales increases, cost reductions and risk reductions. Based on information processing theory and organizational learning theory (OLT), an integrated conceptual framework is developed to explain the relationship between each construct of AI adoption in B2B marketing. Originality/value This study is the first conceptual paper that synthesizes drivers, barriers and outcomes of AI adoption in B2B marketing. The conceptual model derived from the combination of information processing theory and OLT provides a comprehensive framework for future work and opens avenues of research on this topic. This paper contributes to both AI literature and B2B literature.

Has research on the internationalization of firms from an IMP perspective resulted in a theory of internationalization?

IMP Journal ◽  
2015 ◽  
Vol 9 (2) ◽  
pp. 208-226 ◽  
Author(s):  
Sabine Gebert Persson ◽  
Lars-Gunnar Mattsson ◽  
Christina Öberg
Keyword(s):  
Design Methodology ◽  
Theory Development ◽  
Research Development ◽  
Content Type ◽  
B2b Marketing ◽  
Industrial Marketing ◽  
Business To Business

Purpose – Recently, increased interest has been devoted to discuss theory development in relation to business-to-business (B2B) marketing. The purpose of this paper is to explore these thoughts through describing and analyzing research on the internationalization of firms from an Industrial Marketing and Purchasing (IMP) perspective. The authors ask: to what extent have these studies resulted in a theory of internationalization? Design/methodology/approach – The paper is conceptual and frames research on the internationalization of firms by means of definitions, domains, relations of variables and predictions. It looks into research on internationalization based on an IMP-inspired network perspective to see to what extent research has resulted in theories of internationalization. Findings – While there have been substantial efforts on theorizing related to IMP-based internationalization studies, the research has not yet resulted in theory. Research limitations/implications – In this paper one phenomenon was selected that has already been addressed in IMP research, namely, the internationalization of firms. Had the authors chosen another phenomenon previously studied in IMP the findings might had turned out differently. Originality/value – The paper makes a contribution to understanding how ideas are developed, used and referenced in long-term research development for the specific phenomenon of internationalization. The paper contributes to the debate on theories within B2B research.

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