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The Role Of Educational Content Marketing €“ Case Study Analysis Of Ict Companies

Author

Listed:
  • Iva Gregurec

    (University of Zagreb, Faculty of Organization and Informatics)

  • Miroslav Mandic

    (University of Zagreb, Faculty of Economics & Business)

  • Jelena Bakic

Abstract

This paper explores the role of educational content marketing, within a digital marketing strategy, applied by software and application development companies for their business-to-business communication. Qualitative research for collecting primary data was conducted through in-depth interviews on a non-probability sample of experts. Considering the complexity of the products and business models of the companies from the sample, the purpose of the research was to determine how those companies establish a business relationship, how they use educational content marketing and what is its role in communication with other companies. The results indicate that the role of educational content marketing, for the companies in the sample, is crucial in expanding the market, creating new business opportunities, as well as in the sales process, especially in operations of high financial value.

Suggested Citation

  • Iva Gregurec & Miroslav Mandic & Jelena Bakic, 2024. "The Role Of Educational Content Marketing €“ Case Study Analysis Of Ict Companies," Economic Thought and Practice, Department of Economics and Business, University of Dubrovnik, vol. 33(1), pages 113-133, june.
    • Handle: RePEc:avo:emipdu:v:33:y:2024:i:1:p:113-133
    DOI: 10.17818/EMIP/2024/1.6
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    References listed on IDEAS

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    1. Hollebeek, Linda D. & Macky, Keith, 2019. "Digital Content Marketing's Role in Fostering Consumer Engagement, Trust, and Value: Framework, Fundamental Propositions, and Implications," Journal of Interactive Marketing, Elsevier, vol. 45(C), pages 27-41.
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    Keywords

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    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • L86 - Industrial Organization - - Industry Studies: Services - - - Information and Internet Services; Computer Software

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