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Keywords: Digital marketing
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Journal Articles
Journal of Business & Industrial Marketing (2023) 38 (8): 1675–1688.
Published: 10 January 2023
... 07 11 2022 04 12 2022 © Emerald Publishing Limited 2022 Emerald Publishing Limited Licensed re-use rights only COVID-19 Digital marketing Dynamic capabilities SMEs Social media Small and medium enterprises (SMEs) represent a key component of global economies...
Journal Articles
Journal of Business & Industrial Marketing (2020) 35 (12): 2097–2110.
Published: 14 May 2020
... rights only Social media marketing B2B B2C Return on investment Digital marketing About a third of internet users use social media (SM) and according to Statista(2017) projections, in 2021 there will be around 3.01 billion SM users around the world, up from 2.46 billion in 2017...
Journal Articles
Digital marketing for B2B organizations: structured literature review and future research directions
Journal of Business & Industrial Marketing (2020) 35 (7): 1191–1204.
Published: 23 March 2020
...Neeraj Pandey; Preeti Nayal; Abhijeet Singh Rathore Purpose This study aims to analyze the available literature on the use of digital marketing in a business-to-business (B2B) context. It identifies gaps in the current research knowledge and proposes a research agenda for scholars...
