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The integrated use of social media, digital, and traditional communication tools in the B2B sales process of international SMEs

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  • Fraccastoro, Sara
  • Gabrielsson, Mika
  • Pullins, Ellen Bolman

Abstract

Social media and digital tools are gradually changing the way firms market themselves. Understanding how these communication tools are used by sales functions within business-to-business (B2B) markets could clarify the dynamics underpinning the sales process in an increasingly technology-mediated world. This paper explores how social media, digital, and traditional sales communication tools are leveraged during the three main phases of the B2B sales process within international SMEs.

Suggested Citation

  • Fraccastoro, Sara & Gabrielsson, Mika & Pullins, Ellen Bolman, 2021. "The integrated use of social media, digital, and traditional communication tools in the B2B sales process of international SMEs," International Business Review, Elsevier, vol. 30(4).
    • Handle: RePEc:eee:iburev:v:30:y:2021:i:4:s0969593120301256
    DOI: 10.1016/j.ibusrev.2020.101776
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    References listed on IDEAS

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