B2B Marketing Communication Strategies In Increasing Sales: A Systematic Literature Review

Jupensius Rudi Rudi, Dimas Hamdan Mubarok, Hasna Hamida Alifia Ar-Rasyi, W. Rahayu, Titis Shinta Dewi
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Abstract

This research is a Systematic Literature Review (SLR) that adopts PRISMA (Preferred Items for Systematic Review and Meta-Analysis) to investigate business-to-business (B2B) marketing communication strategies in increasing sales. Data were obtained from Scopus, Emerald, Wiley, Taylor and Francis. A total of 96 journals were initially identified, but through the application of strict inclusion and exclusion criteria, the number was reduced to 10 journals that served as the focus of the comprehensive review. The results show that B2B marketing through social media is becoming an integral and connected part of organisations, as it not only helps during the sales process but also during the buying process. Social media has the potential to assist B2B organisations in improving their communication capabilities by facilitating knowledge promotion and encouraging engagement through advanced technology.
提高销售额的 B2B 营销传播策略:系统性文献综述
本研究是一项系统性文献综述(SLR),采用 PRISMA(系统性综述和元分析的首选项目)来调查企业对企业(B2B)营销传播策略在提高销售额方面的作用。数据来自 Scopus、Emerald、Wiley 和 Taylor and Francis。最初共确定了 96 种期刊,但通过应用严格的纳入和排除标准,期刊数量减少到 10 种,这些期刊成为综合评述的重点。研究结果表明,通过社交媒体进行 B2B 营销正在成为企业不可或缺的重要组成部分,因为它不仅有助于销售过程,还有助于购买过程。社交媒体有可能通过先进技术促进知识推广和鼓励参与,从而帮助 B2B 组织提高沟通能力。
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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