TITLE:
B2B Marketing—Social Marketing
AUTHORS:
Delores Leonard
KEYWORDS:
Business-Business-Marketing, Social Marketing, Marketing, Social Marketing, Social Branding, Social Media
JOURNAL NAME:
Open Journal of Business and Management,
Vol.13 No.2,
March
6,
2025
ABSTRACT: Since the 1990s, business (B2B) marketing has been in debate, and marketers have been unable to agree on a B2B branding model. This paper is an analysis of the B2B marketing field and discusses current issues and dilemmas. Social marketing is explored, and theories and different areas are discussed. When exploring social marketing, the importance of reporting the effects of social marketing on B2B and other industries is emphasized. This paper includes documentation of the positive aspects of social marketing in B2B and other industries and highlights the limitations, future research, and future direction of social marketing in B2B.