Strategic use of social media in marketing and financial performance : the B2B SME context
Year of publication: |
2023
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Authors: | Cao, Guangming ; Weerawardena, Jay |
Published in: |
Industrial marketing management : the international journal for industrial and high-tech firms. - New York, NY [u.a.] : Elsevier, ISSN 0019-8501, ZDB-ID 120124-4. - Vol. 111.2023, p. 41-54
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Subject: | Market-sensing capabilities | Customer-linking capabilities | Strategic use of social media | CRM | Brand management | B2B SMEs | Marketing performance | Financial performance | KMU | SME | Social Web | Social web | Beziehungsmarketing | Relationship marketing | B-to-B-Marketing | Business-to-business marketing | Online-Marketing | Internet marketing | Unternehmenserfolg | Firm performance | Marketingmanagement | Marketing management | Markenführung | Performance-Messung | Performance measurement | Lieferantenmanagement | Supplier relationship management | Strategisches Management | Strategic management |
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