Marketing 4.0 analytics in the B2B sector: a state-of-the-art review and integrated framework

IF 3.7 Q2 BUSINESS

Journal of Strategic Marketing Pub Date : 2023-10-26 DOI:10.1080/0965254x.2023.2273501

Hannan Amoozad Mahdiraji, Hojatallah Sharifpour Arabi, Demetris Vrontis

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引用次数: 0

Abstract

Using B2B marketing analytics, algorithms, and models can identify business blind spots, thus avoiding possible risks. It helps to better understand and predict trends and results, and rationalise decisions. The fourth industrial revolution has brought marketing 4.0, affecting marketing analytics methods. This study provides a holistic framework to investigate these effects on Marketing 4.0 analytics. To achieve this goal, a hybrid systematic literature review (SLR) and thematic analysis (TA) is conducted on the applications and models of B2B marketing analytics in Industry 4.0 from the most reliable scientific databases. Understanding these models and their applications changes the attitude toward communication between marketing channels, identifies potential marketing analytics applications for businesses, and facilitates areas for further research. Initially, 941 sources were screened, and ultimately 43 were examined. As a result, 25 codes were applied, and six themes were extracted, including Digital Transformation, Big Data, Marketing Analytics, Marketing, Analytics, and Customer.

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B2B领域的营销4.0分析:最先进的回顾和集成框架

使用B2B营销分析、算法和模型可以识别业务盲点，从而避免可能的风险。它有助于更好地理解和预测趋势和结果，并使决策合理化。第四次工业革命带来了营销4.0，影响了营销分析方法。本研究提供了一个整体框架来调查这些对营销4.0分析的影响。为了实现这一目标，本文从最可靠的科学数据库中，对工业4.0时代B2B营销分析的应用和模型进行了系统文献综述(SLR)和主题分析(TA)的混合分析。了解这些模型及其应用可以改变对营销渠道之间沟通的态度，为企业确定潜在的营销分析应用，并促进进一步研究的领域。最初筛选了941个来源，最后审查了43个来源。结果，应用了25个代码，并提取了6个主题，包括数字化转型、大数据、营销分析、营销、分析和客户。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Journal of Strategic Marketing BUSINESS-

CiteScore

9.20

自引率

7.30%

发文量

期刊介绍： Journal of Strategic Marketing publishes papers on key aspects of the interface between marketing and strategic management. It is a vehicle for discussing long-range activities where marketing has a role to play in managing the long-term objectives and strategies of companies. The objectives of the Journal are as follows: 1.To bridge the disciplines of marketing and strategic management, and to address the development of knowledge concerning the role that marketing has to play in the management of strategy. 2.To provide a vehicle for the advancement of knowledge in the field of strategic marketing and to stimulate research in this area. 3.To consider the role of marketing as an orientation of management at the strategic level of organizations.