Preeyanuch Satcharattanawong

Broschiertes Buch

Unlocking deeper engagement with personalization in B2B marketing

Beschreibung

This book explores the strategic use of personalization in business-to-business (B2B) marketing, focusing on how customer relationship management (CRM) systems and artificial intelligence (AI) enhance buyer engagement. Through a qualitative multiple-case study of five leading enterprise technology firms-Microsoft, Salesforce, IBM, SAP, and Oracle-it analyzes how these organizations implement scalable personalization strategies. Key areas of analysis include CRM integration, predictive engagement through AI, ethical data governance, marketing automation, and cross-functional collaboration. The study highlights the critical role of technology and organizational readiness in delivering relevant, timely, and trust-based experiences. Practical recommendations are provided for B2B firms seeking to drive long-term value through technology-enabled personalization.

Autor

Preeyanuch Satcharattanawong holds a Bachelor of Arts in Business from the University of Applied Sciences Upper Austria, with a specialization in Global Sales and Marketing. Her academic work focuses on digital transformation, customer relationship management (CRM), and the strategic use of artificial intelligence in B2B marketing.

Produktdetails

• Verlag: Lap Lambert Academic Publishing
• Seitenzahl: 76
• Erscheinungstermin: 18. August 2025
• Englisch
• Abmessung: 220mm x 150mm x 5mm
• Gewicht: 131g
• ISBN-13: 9786208455682
• ISBN-10: 6208455685
• Artikelnr.: 75478509