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B2B digital marketing strategy: a framework for assessing digital touchpoints and increasing customer loyalty based on Austrian companies from heating, ventilation and air conditioning industry

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dc.title B2B digital marketing strategy: a framework for assessing digital touchpoints and increasing customer loyalty based on Austrian companies from heating, ventilation and air conditioning industry en
dc.contributor.author Bakhtieva, Elina
dc.relation.ispartof Oeconomia Copernicana
dc.identifier.issn 2083-1277 OCLC, Ulrich, Sherpa/RoMEO, JCR
dc.date.issued 2017
utb.relation.volume 8
utb.relation.issue 3
dc.citation.spage 463
dc.citation.epage 478
dc.type article
dc.language.iso en
dc.publisher Nicolaus Copernicus University Torun
dc.identifier.doi 10.24136/oc.v8i3.29
dc.relation.uri http://economic-research.pl/Journals/index.php/oc/article/view/252
dc.relation.uri https://www.ceeol.com/search/article-detail?id=587054
dc.subject digital marketing en
dc.subject customer loyalt en
dc.subject touchpoints en
dc.subject B2B digital marketing strategy en
dc.subject B2B industrial companies en
dc.description.abstract Research background: Digital marketing has changed the nature of company-to-customer communication. With rising information overload and reduced decision-making time, touchpoints have gained additional importance by yielding customer loyalty. Yet, the existing digital marketing tools have failed to keep pace with these trends. Companies are lacking a simple framework that focuses on a digital marketing strategy built around touchpoints and customer loyalty. This is especially relevant for B2B companies, which due to their specifics are more dependent on customers and less flexible in adapting of new digital trends. Purpose of the article: A B2B business strategy tailored to digital trends demands a reevaluation of prior understanding of a product portfolio, a company's internal and external environment. The purpose of the article is to present a framework that helps to undertake the necessary changes and enables the connections with industry. Methods: The suggested model has been drawn from the literature review and extended based on the findings of a multiple case study of Austrian Heating, Ventilation and Air Conditioning (HVAC) industry companies. The fieldwork was conducted in early 2017. Findings & Value added: Aspiring to follow trends in digital marketing and to help B2B companies to adapt their strategy to ongoing changes in company-to-customer communication, a new framework has been developed. The framework aims to increase customer loyalty and focuses on channels/ touchpoints, assets, skills, audience and customer journey. The model could be beneficial for Chief Marketing Officers (CMO) and other C-levels by offering a simple and reliable tool for improving a company's position in the digital marketplace. Moreover, it enables continuous adjustment of an already existing business strategy. en
utb.faculty Faculty of Management and Economics
dc.identifier.uri http://hdl.handle.net/10563/1007771
utb.identifier.obdid 43876973
utb.identifier.wok 000419771300009
utb.source j-wok
dc.date.accessioned 2018-02-26T10:20:07Z
dc.date.available 2018-02-26T10:20:07Z
dc.description.sponsorship Internal Grant Agency of Tomas Bata University [IGA/FaME/2016/007]
dc.rights Attribution 3.0 International
dc.rights.uri http://creativecommons.org/licenses/by/3.0/
dc.rights.access openAccess
utb.contributor.internalauthor Bakhtieva, Elina
utb.fulltext.affiliation Elina Bakhtieva Tomas Bata University in Zlín, Czech Republic Contact: bakhtieva@fame.utb.cz, Tomas Bata University in Zlín, Faculty of Management and Economics, Department of Marketing, Mostní 5139, 760 01 Zlín, Czech Republic
utb.fulltext.dates Received: 3 April 2017; Revised: 9 June 2017; Accepted: 3 July 2017
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utb.fulltext.sponsorship This work was supported by the Internal Grant Agency of Tomas Bata University under the project no. IGA/FaME/2016/007.
utb.wos.affiliation [Bakhtieva, Elina] Tomas Bata Univ Zlin, Zlin, Czech Republic
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