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Business-To-Business Marketing Perceptions: Customer Knowledge Management And Customer Engagement, Lorraine Marzilli Lomas
Business-To-Business Marketing Perceptions: Customer Knowledge Management And Customer Engagement, Lorraine Marzilli Lomas
Walden Dissertations and Doctoral Studies
Abstract: Business-to-business (B2B) marketing involves several components including the marketing management decision-making process and the buying behaviors of the B2B clientele and the end users. Disregarding customer knowledge management (CKM) and inaccurate analysis of data cost companies billions of dollars per year. The objective of this exploratory single-case study was to develop an in-depth analysis of the problem that some marketing managers have limited knowledge of how to use CKM strategies to improve B2B customer engagement. The dynamic capabilities and technological opportunism theories comprised the study's conceptual framework. Data collection consisted of participant observations, member checking, and semistructured interviews with …