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

Authors: Shiv Shankar Kumar Yadav; Sanjeev Bansal

Addresses: Amity Business School, Amity University, Uttar Pradesh, 201-313, India ' Amity Business School, Amity University, Uttar Pradesh, 201-313, India

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.

Keywords: B2B; business; content analysis; computer aided; content mining; QDA Miner.

DOI: 10.1504/IJMP.2021.116585

International Journal of Management Practice, 2021 Vol.14 No.4, pp.391 - 410

Received: 12 Mar 2020
Accepted: 02 Sep 2020
Published online: 28 Jul 2021 *

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