Beyond Transactions : Exploring the Synergy of Authenticity and CRM in B2B Marketing for Long-Term Success
Mironova, Evgeniia (2023)
2023
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2023120734964
https://urn.fi/URN:NBN:fi:amk-2023120734964
Tiivistelmä
This bachelor thesis investigates the integration of authenticity in business-to-business (B2B) marketing, focusing on how it can lead to long-term success. The research delves into the evolving dynamics of B2B marketing in the digital era, emphasizing the importance of building genuine, enduring connections beyond mere transactional relationships. It explores how authenticity, characterized by genuine interactions, trustworthiness, and transparency, has become a critical factor in distinguishing businesses in a competitive market.
Through a detailed analysis of case studies and empirical data, the thesis aims to provide actionable insights for businesses seeking to leverage authenticity in their marketing strategies. It assesses the impact of authenticity on customer retention and loyalty, offering a nuanced understanding of the successful elements that underpin authentic B2B marketing practices.
Through a detailed analysis of case studies and empirical data, the thesis aims to provide actionable insights for businesses seeking to leverage authenticity in their marketing strategies. It assesses the impact of authenticity on customer retention and loyalty, offering a nuanced understanding of the successful elements that underpin authentic B2B marketing practices.