Journal of Business-to-Business Marketing
Scope & Guideline
Bridging Theory and Practice in B2B Marketing
Introduction
Aims and Scopes
- B2B Relationship Management:
Focuses on understanding and enhancing the quality of relationships between businesses, including factors influencing trust, cooperation, and satisfaction. - Integration of Technology in Marketing:
Explores how emerging technologies such as digital platforms, social media, and AI influence B2B marketing strategies and practices. - Cross-Cultural and International Marketing:
Investigates the impact of cultural differences on B2B marketing strategies and the dynamics of international business relationships. - Sustainability and Corporate Social Responsibility (CSR):
Examines the role of sustainability and CSR in B2B marketing, highlighting how these factors affect buyer-supplier relationships and corporate reputation. - Sales Performance and Management:
Analyzes factors affecting sales performance in B2B contexts, including sales strategies, team dynamics, and organizational behavior. - Innovation in B2B Marketing:
Studies the impact of innovation on B2B marketing practices, including new product development and marketing strategies.
Trending and Emerging
- Digital Transformation and Marketing Automation:
There is a notable increase in research exploring how digital tools and automation are reshaping B2B marketing strategies, enhancing efficiency, and improving customer engagement. - Sustainability and Green Marketing:
Emerging themes are focusing on sustainability in B2B contexts, including how companies can leverage green practices to enhance brand reputation and foster buyer loyalty. - Neuroscience and Behavioral Insights in Marketing:
Research integrating neuroscience to understand buyer behavior and decision-making processes is gaining traction, offering deeper insights into marketing effectiveness. - Impact of Social Media on B2B Interactions:
The role of social media in facilitating B2B relationships and marketing strategies is becoming increasingly prominent, reflecting the changing communication landscape. - Agility and Resilience in B2B Operations:
There is a growing emphasis on the need for agility and resilience in B2B strategies, especially in the wake of disruptions caused by global events such as the COVID-19 pandemic.
Declining or Waning
- Traditional Market Entry Strategies:
Research focused on conventional market entry strategies has seen a decrease, as newer methods incorporating technology and digital platforms gain traction. - Static Relationship Models:
The exploration of static models in relationship marketing has lessened, with a move towards more dynamic, context-sensitive approaches. - Generalized Consumer Behavior Studies:
Studies that broadly address consumer behavior without specific reference to B2B contexts are becoming less frequent, as the field shifts towards more targeted, context-specific research. - Overemphasis on Traditional Sales Techniques:
The focus on traditional sales techniques is declining in favor of more innovative, technology-driven approaches to sales and customer engagement. - Limited Scope of Regional Studies:
Research that restricts its focus to specific regions without considering global implications or trends is becoming less common, reflecting a broader interest in comparative and international studies.
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