The B2B digital marketing practice - towards an exploration of the 'hidden'
by Shiv Shankar Kumar Yadav; Sanjeev Bansal
International Journal of Management Practice (IJMP), Vol. 14, No. 4, 2021

Abstract: The digital marketing concept has emerged well in recent past and has taken enough depth to be treated as a separate domain in the body of knowledge. With this interest, while taking stock on the scholarly digital marketing literature, authors confronted dense discussions on B2C aspects and a dearth of B2B related studies. In that too, more than 50% of the B2B related articles covered social media as their root construct. Because of the B2B's marketing vastness, it is sheer necessary to have perspectives so that radical researches can be produced. Hence, to get perspectives on the same, the paper with the help of content analysis, analyses the B2B digital marketing literature with the exclusion of social media related studies. Results show that highest discussions were conducted on the themes social media (despite of the exclusion criteria), critical success factors, internet uses, electronic markets, buyers, suppliers, etc.

Online publication date: Wed, 28-Jul-2021

The full text of this article is only available to individual subscribers or to users at subscribing institutions.

 
Existing subscribers:
Go to Inderscience Online Journals to access the Full Text of this article.

Pay per view:
If you are not a subscriber and you just want to read the full contents of this article, buy online access here.

Complimentary Subscribers, Editors or Members of the Editorial Board of the International Journal of Management Practice (IJMP):
Login with your Inderscience username and password:

Username:        Password:          Forgotten your password?

Want to subscribe?
A subscription gives you complete access to all articles in the current issue, as well as to all articles in the previous three years (where applicable). See our Orders page to subscribe.

If you still need assistance, please email subs@inderscience.com