Lesson 4 of 4 · 75 min

Lesson 4: B2C and B2B Digital Marketing Practices

Compare B2C and B2B digital marketing practices by examining online consumer behaviour, technology acceptance and digital trust, retail and omnichannel formats, B2B acquisition and retention approaches, and e-procurement options in inter-organisational trading.

Lesson explanation

BUSM099 Lecture 9: B2C and B2B Digital Marketing Practices shows that digital marketing must fit the market context.B2CConsumer digital marketing emphasises online behaviour, technology acceptance, trust, e-retailing, reviews, tailored promotions, dynamic pric...

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