ISSN 2456-0235

INDEXED IN 

International Journal of Modern Science and Technology

International Journal of Modern Science and Technology, 1(4), 2016, Pages 111-114. 


A Study on Effectiveness of B to B Marketing in a Modern World

​M. Radhikaashree, P. Shruthi Unnikrishnan
​Faculty of Management Studies, Dr.MGR Educational and Research Institute, Chennai, India.

​​Abstract
Business-to-Business International Internet Marketing (B2B IIM) has emerged as one of the key drivers in sustaining an organisation's competitive advantage. Market entry and communication via the Internet have affected the dynamics and traditional process in B2B commerce. The critical question for companies today is what should be done to find leverage points that could result in greater success of this kind of business and how are market-oriented activities affected by the use of the internet. However, few empirical studies have been done regarding B2B IIM that is affected by the use of the Internet, and the effect of that on B2B marketing efficiency. By studying the practice of 123 UK B2B companies, it has been found that the use of the Internet positively influences B2B international marketing by its two dimensions, B2B international marketing activities and B2B marketing activities which reflect positively on the marketing efficiency.

​​Keywords: ​Internet Marketing; B2B international marketing; Business dynamics; Marketing efficiency. 

​References

  1. Ackerman Elise. The World of Internet Exchanges. Detroit Free Press.2001.
  2. Gotschall Mary G. B2B Exchanges. Electric Perspectives.2000.
  3. Consumer Sites as the Hot Way to Go. Wall Street Journal 2000.
  4. Warshaw PR. A new model for predicting behavioural intentions: An alternative to Fishbein. Journal of Marketing Research 17 (1980) 153-172.
  5. Erwin Danneels, Gary L Lilien. Doctoral Programs in Business-to-Business Marketing Status and Prospects. Journal of Business-to-Business Marketing 5 (1998) 7-34.
  6. Michael D Hutt, Thomas W Speh. Business Marketing Education: A Distinctive Role in the Undergraduate Curriculum. Journal of Business-to-Business Marketing 5 (1998) 103-126
  7. Hiam, Alexander, Charles D. Schewe.The Portable MBA in Marketing.John Wiley 1992.
  8. Levy Marc. B2B the Way 2B.Business Review Weekly.2000.
  9. McIntosh Jay. Unlocking B2B's Full Potential.Chain Store Age Executive with Shopping Center Age 2000.
  10. Ricky Wilke, Thomas Ritter. Levels of Analysis in Business-to-Business Marketing. Journal of Business-to-Business Marketing 13 (2006) 39-64.
  11. Pyke David F. Matching B2B e-Commerce to Supply Chain Strategy. Supply Chain Management Review 2000.
  12. Raisch Warren.The eMarketplace: Strategies for Success in B2B e-Commerce.McGraw-Hill 2000.
  13. Ratchford BT, Lee MS, Talukdar D. Consumers Use of the Internet in Search for Automobiles, Review of Marketing Research 2 (2006) 81-108.
  14. Seminerio, Maria. B2B E-Commerce: Hard Sell—Selling to Businesses Online Takes New Skills.eWeek 2000.
  15. Silverstein Barry.Business-to-Business Internet Marketing.Maximum Press 2000.
  16. Tauber EM. Predictive validity in consumer research. Journal of Advertising Research 15 (1975) 59-64.