Book Title: Business-to-business omnichannel marketing: Technology enabled customer-centricity

Book Description

This textbook provides an overview of omnichannel marketing in the B2B space and offers a framework for developing and managing omnichannel marketing. Omnichannel marketing is a marketing strategy that offers a seamless and integrated customer experience across multiple channels and touchpoints. It emphasises a consistent experience for the customer, regardless of the channel they use, be it a physical store, website, mobile application, call centre, or social media. By providing a coherent experience across all touchpoints and channels, the company seeks to improve customer satisfaction and increase retention. The textbook explains the buying challenges faced by B2B customers and the need for an omnichannel. The chapters cover fundamental concepts such as omnichannel customer experience, customer journey mapping, brand communities, value chain management, omnichannel marketing strategies, and Customer Relationship Management (CRM) implementation. This text contributes to the following United Nations Sustainable Development Goals (SDGs), Goal 4 Quality education, supporting inclusive and affordable access to higher educational resources.