The integrated use of social media, digital, and traditional communication tools in the B2B sales process of international SMEs

Sara Fraccastoro, Mika Gabrielsson and Ellen Bolman Pullins

International Business Review, 2021, vol. 30, issue 4

Abstract: Social media and digital tools are gradually changing the way firms market themselves. Understanding how these communication tools are used by sales functions within business-to-business (B2B) markets could clarify the dynamics underpinning the sales process in an increasingly technology-mediated world. This paper explores how social media, digital, and traditional sales communication tools are leveraged during the three main phases of the B2B sales process within international SMEs.

Keywords: B2B sales process; Social media; Digital communication tools; Traditional face-to-face selling; International SMEs (search for similar items in EconPapers)
Date: 2021
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Citations: View citations in EconPapers (14)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:iburev:v:30:y:2021:i:4:s0969593120301256

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DOI: 10.1016/j.ibusrev.2020.101776

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