Integrating customer journey into B2B website content

Bakhtieva, Elina

dc.title	Integrating customer journey into B2B website content	en
dc.contributor.author	Bakhtieva, Elina
dc.relation.ispartof	Management 2016: International Business and Management, Domestic Particularities and Emerging Markets in the Light of Research
dc.identifier.isbn	978-80-8165-155-7
dc.date.issued	2016
dc.citation.spage	410
dc.citation.epage	422
dc.event.title	6th International Scientific Conference on International Business and Management, Domestic Particularities and Emerging Markets in the Light of Research
dc.event.location	Bratislava
utb.event.state-en	Slovakia
utb.event.state-cs	Slovensko
dc.event.sdate	2016-09-29
dc.event.edate	2016-10-02
dc.type	conferenceObject
dc.language.iso	en
dc.publisher	Bookman s.r.o.
dc.relation.uri	http://www.unipo.sk/public/media/3948/ZBORNIK%202016.pdf
dc.subject	B2B marketing	en
dc.subject	customer journey	en
dc.subject	web content	en
dc.subject	content analysis	en
dc.description.abstract	Content marketing is a new term that has developed within recent years. It requires customer-centric approach, and increases the necessity to map customer journey. This is especially important for business-to-business (B2B) companies. The research shed some light on integrating the customer journey into B2B content strategy by analysing 38 global B2B industrial companies. The results have several implications. First, it shows that the leading B2B industrial companies do consider the customer journey in their marketing strategy; however, ignore an appeal of many marketing experts in this field. Second, the results show the importance of focusing not just on certain content types, but to manage content strategy according to the goals of the customer journey. Third, the research illustrates cross-regional in the integration of the customer journey in B2B content marketing. The paper focuses only on the companies' web-sites, what represents the main limitation.	en
utb.faculty	Faculty of Management and Economics
dc.identifier.uri	http://hdl.handle.net/10563/1007877
utb.identifier.obdid	43875374
utb.identifier.wok	000426796500059
utb.source	d-wok
dc.date.accessioned	2018-04-23T15:01:49Z
dc.date.available	2018-04-23T15:01:49Z
dc.description.sponsorship	[IGA/FaME/2016/007]
utb.contributor.internalauthor	Bakhtieva, Elina
utb.fulltext.affiliation	Elina Bakhtieva Tomas Bata University in Zlín, Faculty of Management and Economics Contact Elina Bakhtieva Tomas Bata University in Zlín Faculty of Management and Economics Department of marketing Mostní 5139 760 01 Zlín, Czech Republic E-mail: bakhtieva@fame.utb.cz
utb.fulltext.dates	-
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utb.fulltext.sponsorship	Scientific Paper was elaborated within the framework of the project IGA/FaME/2016/007.
utb.wos.affiliation	[Bakhtieva, Elina] Tomas Bata Univ Zlin, Fac Management & Econ, Dept Mkt, Mostni 5139, Zlin 76001, Czech Republic
utb.fulltext.projects	IGA/FaME/2016/007