Personalization in B2B Marketing: Leveraging Technology and Customer Insights for Lead Generation
The business-to-business (B2B) marketing industry has experienced a significant transformation as a result of the rise of digital technologies. Digital transformation has led B2B marketing to strategically shift from broad-based strategies to personalized marketing actions. This study investigates h...
| Main Authors: | , |
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| Other Authors: | , , , |
| Format: | Master's thesis |
| Language: | eng |
| Published: |
2025
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| Subjects: | |
| Online Access: | https://jyx.jyu.fi/handle/123456789/103842 |