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Integrating customer journey into B2B website content

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dc.title Integrating customer journey into B2B website content en
dc.contributor.author Bakhtieva, Elina
dc.relation.ispartof Management 2016: International Business and Management, Domestic Particularities and Emerging Markets in the Light of Research
dc.date.issued 2016
dc.citation.spage 410
dc.citation.epage 422
dc.event.title 6th International Scientific Conference on International Business and Management, Domestic Particularities and Emerging Markets in the Light of Research
dc.event.location Bratislava
utb.event.state-en Slovakia
utb.event.state-cs Slovensko
dc.event.sdate 2016-09-29
dc.event.edate 2016-10-02
dc.type conferenceObject
dc.language.iso en
dc.publisher Bookman s.r.o.
dc.relation.uri http://www.unipo.sk/public/media/3948/ZBORNIK%202016.pdf
dc.subject B2B marketing en
dc.subject customer journey en
dc.subject web content en
dc.subject content analysis en
dc.description.abstract Content marketing is a new term that has developed within recent years. It requires customer-centric approach, and increases the necessity to map customer journey. This is especially important for business-to-business (B2B) companies. The research shed some light on integrating the customer journey into B2B content strategy by analysing 38 global B2B industrial companies. The results have several implications. First, it shows that the leading B2B industrial companies do consider the customer journey in their marketing strategy; however, ignore an appeal of many marketing experts in this field. Second, the results show the importance of focusing not just on certain content types, but to manage content strategy according to the goals of the customer journey. Third, the research illustrates cross-regional in the integration of the customer journey in B2B content marketing. The paper focuses only on the companies' web-sites, what represents the main limitation. en
utb.faculty Faculty of Management and Economics
dc.identifier.uri http://hdl.handle.net/10563/1007877
utb.identifier.obdid 43875374
utb.identifier.wok 000426796500059
utb.source d-wok
dc.date.accessioned 2018-04-23T15:01:49Z
dc.date.available 2018-04-23T15:01:49Z
dc.description.sponsorship [IGA/FaME/2016/007]
utb.contributor.internalauthor Bakhtieva, Elina
utb.fulltext.affiliation Elina Bakhtieva Tomas Bata University in Zlín, Faculty of Management and Economics Contact Elina Bakhtieva Tomas Bata University in Zlín Faculty of Management and Economics Department of marketing Mostní 5139 760 01 Zlín, Czech Republic E-mail: bakhtieva@fame.utb.cz
utb.fulltext.dates -
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utb.fulltext.sponsorship Scientific Paper was elaborated within the framework of the project IGA/FaME/2016/007.
utb.wos.affiliation [Bakhtieva, Elina] Tomas Bata Univ Zlin, Fac Management & Econ, Dept Mkt, Mostni 5139, Zlin 76001, Czech Republic
utb.fulltext.projects IGA/FaME/2016/007
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