0000000000546783

AUTHOR

Pauliina Ulkuniemi

showing 2 related works from this author

Digital communications in industrial marketing

2015

MarketingControl communicationsDigital marketingbusiness.industryIndustrial marketingBusinessBusiness and International ManagementTelecommunicationsJournal of Business & Industrial Marketing
researchProduct

The role of digital channels in industrial marketing communications

2015

Purpose – The purpose of this research is to investigate industrial marketing communications tools and the role of digital channels. The research draws from the literature on industrial marketing communications to examine its goals and intended utilization in industrial firms. Design/methodology/approach – An empirical multiple case study conducted among six industrial firms examines the current state of digital marketing communications (DMC). Findings – The study gleans three research insights. First, although DMC is one of the most important industrial marketing communication tools, firms have not yet used it to its full potential. Second, firms use DMC to enhance customer relationship c…

MarketingBusiness-to-governmentReturn on marketing investmentDigital marketingbusiness.industrydigital marketing communications (DMC)brändäyssosiaalinen mediaMarketing strategyMarketing sciencecase studiesMarketing managementmarkkinointikanavatBusiness marketingBusiness and International ManagementMarketingbusinessMarketing researchindustrial marketing
researchProduct