IDEAS home Printed from https://ideas.repec.org/a/ids/ijmpra/v14y2021i4p391-410.html
   My bibliography  Save this article

The B2B digital marketing practice - towards an exploration of the 'hidden'

Author

Listed:
  • Shiv Shankar Kumar Yadav
  • Sanjeev Bansal

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.

Suggested Citation

  • Shiv Shankar Kumar Yadav & Sanjeev Bansal, 2021. "The B2B digital marketing practice - towards an exploration of the 'hidden'," International Journal of Management Practice, Inderscience Enterprises Ltd, vol. 14(4), pages 391-410.
    • Handle: RePEc:ids:ijmpra:v:14:y:2021:i:4:p:391-410
    as

    Download full text from publisher

    File URL: http://www.inderscience.com/link.php?id=116585
    Download Restriction: Access to full text is restricted to subscribers.
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:ids:ijmpra:v:14:y:2021:i:4:p:391-410. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sarah Parker (email available below). General contact details of provider: http://www.inderscience.com/browse/index.php?journalID=91 .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.