New Perspectives on B2B Marketing - Connecting Marketing and Technology

• Autorzy: Dariusz Siemieniako
• Języki publikacji: EN

Abstrakty

EN

Rapid changes in the contemporary business world impact on the understanding of the theory and practice of a company and its relationships with customers. Cognitive computing and Big Data Analytics have opened up new options for marketing solutions that allow for the integration of Internet technology into the business, industry sector and decision-making process. The rapid development of the Internet of Things (IoT), as well as artificial intelligence (AI) and machine learning solutions implemented by companies, facilitate increasingly more adequate and value-creating machine to machine (M2M) interactions. All of these changes in technology translate into opportunities for marketers. The theory and practice of B2B marketing require to carefully consider the influence of technology on value creation, including innovations. More research efforts are required into value creation and communication in the world of IoT, AI and M2M interactions with regard to relationships between customers and sellers. It can be helpful to analyse industry-specific contexts as well as contexts of the emerging vs developed markets. (fragment of text)

Słowa kluczowe

EN

Business to Business (B2B); Marketing; Technology; Relationships with customers

PL

Rynek instytucjonalny; Marketing; Technologia; Relacje z klientami

• Czasopismo: Engineering Management in Production and Services
• Rocznik: 2019
• Numer: nr 3
• Strony: 7

Twórcy

autor

Dariusz Siemieniako

• Bialystok University of Technology, Poland

Identyfikatory

DOI

https://doi.org/10.2478/emj-2019-0027