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dc.contributor.authorKarjaluoto, Heikki
dc.contributor.authorMustonen, Nora
dc.contributor.authorUlkuniemi, Pauliina
dc.date.accessioned2015-12-17T06:01:17Z
dc.date.available2015-12-17T06:01:17Z
dc.date.issued2015
dc.identifier.citationKarjaluoto, H., Mustonen, N., & Ulkuniemi, P. (2015). The role of digital channels in industrial marketing communications. <i>Journal of Business and Industrial Marketing</i>, <i>30</i>(6), 703-710. <a href="https://doi.org/10.1108/JBIM-04-2013-0092" target="_blank">https://doi.org/10.1108/JBIM-04-2013-0092</a>
dc.identifier.otherCONVID_24765483
dc.identifier.otherTUTKAID_66452
dc.identifier.urihttps://jyx.jyu.fi/handle/123456789/48164
dc.description.abstractPurpose – The purpose of this research is to investigate industrial marketing communications tools and the role of digital channels. The research draws from the literature on industrial marketing communications to examine its goals and intended utilization in industrial firms. Design/methodology/approach – An empirical multiple case study conducted among six industrial firms examines the current state of digital marketing communications (DMC). Findings – The study gleans three research insights. First, although DMC is one of the most important industrial marketing communication tools, firms have not yet used it to its full potential. Second, firms use DMC to enhance customer relationship communications, support sales and create awareness. Third, firms have not used social media tools as a part of DMC as widely as traditional digital tools. Research limitations/implications – Although the findings mirror those in DMC literature in general and industrial marketing communications in particular, they put more emphasis on the role of DMC in customer relationship communications and sales support. Practical implications – DMC provides an opportunity to deliver various marketing objectives, such as creating brand awareness, increasing and supporting sales and improving communication with existing customers. Different DMC tools are required for each of these objectives. Originality/value – This study is among the first ones examining the rapidly changing communications landscape and the spread of digital channels in industrial marketing communication.
dc.language.isoeng
dc.publisherEmerald Group Publishing Limited
dc.relation.ispartofseriesJournal of Business and Industrial Marketing
dc.subject.othercase studies
dc.subject.otherdigital marketing communications (DMC)
dc.subject.otherindustrial marketing
dc.titleThe role of digital channels in industrial marketing communications
dc.typearticle
dc.identifier.urnURN:NBN:fi:jyu-201512164067
dc.contributor.laitosKauppakorkeakoulufi
dc.contributor.laitosSchool of Business and Economicsen
dc.contributor.oppiaineBasic or discovery scholarshipfi
dc.contributor.oppiaineMarkkinointifi
dc.contributor.oppiaineBasic or discovery scholarshipen
dc.contributor.oppiaineMarketingen
dc.type.urihttp://purl.org/eprint/type/JournalArticle
dc.date.updated2015-12-16T16:15:29Z
dc.type.coarjournal article
dc.description.reviewstatuspeerReviewed
dc.format.pagerange703-710
dc.relation.issn0885-8624
dc.relation.numberinseries6
dc.relation.volume30
dc.type.versionacceptedVersion
dc.rights.copyright© 2015 Emerald Group Publishing Limited. This is a final draft version of an article whose final and definitive form has been published by Emerald. Published in this repository with the kind permission of the publisher.
dc.rights.accesslevelopenAccessfi
dc.subject.ysobrändäys
dc.subject.ysomarkkinointikanavat
dc.subject.ysososiaalinen media
jyx.subject.urihttp://www.yso.fi/onto/yso/p25981
jyx.subject.urihttp://www.yso.fi/onto/yso/p37939
jyx.subject.urihttp://www.yso.fi/onto/yso/p20774
dc.relation.doi10.1108/JBIM-04-2013-0092


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