{"id":2101,"date":"2024-07-30T10:54:47","date_gmt":"2024-07-30T08:54:47","guid":{"rendered":"https:\/\/www.dotsource.de\/labs\/?p=2101"},"modified":"2024-08-29T12:30:53","modified_gmt":"2024-08-29T10:30:53","slug":"b2b-relationship-im-kontext-von-marketing-automation","status":"publish","type":"post","link":"https:\/\/www.dotsource.de\/labs\/b2b-relationship-im-kontext-von-marketing-automation\/","title":{"rendered":"B2B Relationship im Kontext von Marketing Automation"},"content":{"rendered":"<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full is-resized\"><img loading=\"lazy\" decoding=\"async\" width=\"1200\" height=\"628\" src=\"https:\/\/www.dotsource.de\/labs\/wp-content\/uploads\/sites\/4\/2024\/07\/B2B_Relationship_dotsource_labs_beitrag.jpg\" alt=\"B2B_Relationship_dotsource_labs_beitrag\" class=\"wp-image-2102\" style=\"object-fit:cover;width:1200px;height:628px\" title=\"B2B_Relationship_dotsource_labs_beitrag\" srcset=\"https:\/\/www.dotsource.de\/labs\/wp-content\/uploads\/sites\/4\/2024\/07\/B2B_Relationship_dotsource_labs_beitrag.jpg 1200w, https:\/\/www.dotsource.de\/labs\/wp-content\/uploads\/sites\/4\/2024\/07\/B2B_Relationship_dotsource_labs_beitrag-300x157.jpg 300w, https:\/\/www.dotsource.de\/labs\/wp-content\/uploads\/sites\/4\/2024\/07\/B2B_Relationship_dotsource_labs_beitrag-1024x536.jpg 1024w, https:\/\/www.dotsource.de\/labs\/wp-content\/uploads\/sites\/4\/2024\/07\/B2B_Relationship_dotsource_labs_beitrag-768x402.jpg 768w\" sizes=\"auto, (max-width: 709px) 85vw, (max-width: 909px) 67vw, (max-width: 1362px) 62vw, 840px\" \/><figcaption class=\"wp-element-caption\">Theoretischer Rahmen der Arbeit. Zentrale Konzepte und ihre Beziehung zueinander<\/figcaption><\/figure><\/div>\n\n\n<p>Die fortschreitende Digitalisierung hat in den letzten Jahren zu grundlegenden Ver\u00e4nderungen in der Unternehmenslandschaft gef\u00fchrt. Diese Ver\u00e4nderungen wirken sich besonders auf das Business-to-Business (B2B) Marketing aus, da neue digitale Kommunikationskan\u00e4le, ver\u00e4nderte Kundenanforderungen und eine zunehmende Datenflut eine wesentliche Rolle spielen. Unternehmen m\u00fcssen diese neuen Technologien verstehen und nutzen, um ihre Beziehungen zu Kunden zu optimieren und das Potenzial des digitalen Wandels voll auszusch\u00f6pfen. Im Mittelpunkt stehen hierbei das B2B Relationship Marketing (RM) und Marketing Automation (MA).<\/p>\n\n\n\n<p>Die wissenschaftliche Relevanz dieser Arbeit liegt in der Synthese vorhandener Erkenntnisse zu RM, organisatorischem Einkaufsverhalten (Organizational Buying Behavior, OBB) und MA. Bisherige Studien haben gezeigt, dass eine umfassende Betrachtung erforderlich ist, um die Auswirkungen der MA auf das B2B RM zu verstehen. Obwohl Marketing Automation Effizienzsteigerungen verspricht, bleibt unklar, wie diese Technologie die Effektivit\u00e4t von RM in B2B-Interaktionen beeinflusst. Ziel dieser Arbeit ist es, ein umfassendes Verst\u00e4ndnis f\u00fcr die Einfl\u00fcsse von MA auf B2B RM zu entwickeln.<\/p>\n\n\n\n<p>Die Arbeit beleuchtet verschiedene Aspekte der MA, ihren potenziellen Nutzen sowie die Herausforderungen f\u00fcr B2B-Unternehmen. Dabei wird ein KPI-Framework entwickelt, um die Leistung von B2B-Beziehungen in einer automatisierten Marketingumgebung zu bewerten.<\/p>\n\n\n\n<div class=\"wp-block-buttons is-layout-flex wp-block-buttons-is-layout-flex\">\n<div class=\"wp-block-button\"><a class=\"wp-block-button__link wp-element-button\" href=\"https:\/\/www.dotsource.de\/labs\/wp-content\/uploads\/sites\/4\/2024\/07\/B2B_Relationship_im_Kontext_von_Marketing_Automation.pdf\">Kostenloser Download der gesamten Bachelorarbeit<\/a><\/div>\n<\/div>\n\n\n\n<p><\/p>\n\n\n\n<!--more-->\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<p><\/p>\n\n\n\n<ul class=\"wp-block-social-links aligncenter has-normal-icon-size is-style-logos-only is-content-justification-center is-nowrap is-layout-flex wp-container-core-social-links-is-layout-1 wp-block-social-links-is-layout-flex\"><li class=\"wp-social-link wp-social-link-linkedin  wp-block-social-link\"><a rel=\"noopener nofollow\" target=\"_blank\" 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2.916-0.88 3.692-2.145 0.251-0.443 0.532-0.896 0.547-1.417 0.131-2.385 0.079-4.76 0.095-7.145 0.011-5.375-0.016-10.735 0.025-16.093z\" \/><\/svg><span class=\"wp-block-social-link-label screen-reader-text\">TikTok<\/span><\/a><\/li>\n\n<li class=\"wp-social-link wp-social-link-instagram  wp-block-social-link\"><a rel=\"noopener nofollow\" target=\"_blank\" href=\"https:\/\/www.instagram.com\/dotsource_de\/\" class=\"wp-block-social-link-anchor\"><svg width=\"24\" height=\"24\" viewBox=\"0 0 24 24\" version=\"1.1\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" aria-hidden=\"true\" focusable=\"false\"><path d=\"M12,4.622c2.403,0,2.688,0.009,3.637,0.052c0.877,0.04,1.354,0.187,1.671,0.31c0.42,0.163,0.72,0.358,1.035,0.673 c0.315,0.315,0.51,0.615,0.673,1.035c0.123,0.317,0.27,0.794,0.31,1.671c0.043,0.949,0.052,1.234,0.052,3.637 s-0.009,2.688-0.052,3.637c-0.04,0.877-0.187,1.354-0.31,1.671c-0.163,0.42-0.358,0.72-0.673,1.035 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c0.592-0.23,1.094-0.538,1.594-1.038c0.5-0.5,0.808-1.002,1.038-1.594c0.222-0.572,0.375-1.227,0.418-2.185 C20.99,14.751,21,14.444,21,12s-0.01-2.751-0.054-3.711c-0.044-0.958-0.196-1.612-0.418-2.185c-0.23-0.592-0.538-1.094-1.038-1.594 c-0.5-0.5-1.002-0.808-1.594-1.038c-0.572-0.222-1.227-0.375-2.185-0.418C14.751,3.01,14.444,3,12,3L12,3z M12,7.378 c-2.552,0-4.622,2.069-4.622,4.622S9.448,16.622,12,16.622s4.622-2.069,4.622-4.622S14.552,7.378,12,7.378z M12,15 c-1.657,0-3-1.343-3-3s1.343-3,3-3s3,1.343,3,3S13.657,15,12,15z M16.804,6.116c-0.596,0-1.08,0.484-1.08,1.08 s0.484,1.08,1.08,1.08c0.596,0,1.08-0.484,1.08-1.08S17.401,6.116,16.804,6.116z\"><\/path><\/svg><span class=\"wp-block-social-link-label screen-reader-text\">Instagram<\/span><\/a><\/li><\/ul>\n","protected":false},"excerpt":{"rendered":"<p>Die fortschreitende Digitalisierung hat in den letzten Jahren zu grundlegenden Ver\u00e4nderungen in der Unternehmenslandschaft gef\u00fchrt. Diese Ver\u00e4nderungen wirken sich besonders auf das Business-to-Business (B2B) Marketing aus, da neue digitale Kommunikationskan\u00e4le, ver\u00e4nderte Kundenanforderungen und eine zunehmende Datenflut eine wesentliche Rolle spielen. Unternehmen m\u00fcssen diese neuen Technologien verstehen und nutzen, um ihre Beziehungen zu Kunden zu optimieren &hellip; <a href=\"https:\/\/www.dotsource.de\/labs\/b2b-relationship-im-kontext-von-marketing-automation\/\" class=\"more-link\">weiterlesen<span class=\"screen-reader-text\"> &#8222;B2B Relationship im Kontext von Marketing Automation&#8220;<\/span><\/a><\/p>\n","protected":false},"author":191,"featured_media":2104,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"ngg_post_thumbnail":0,"footnotes":""},"categories":[2],"tags":[232],"class_list":["post-2101","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-betriebswirtschaft","tag-marketing-automation"],"aioseo_notices":[],"acf":[],"_links":{"self":[{"href":"https:\/\/www.dotsource.de\/labs\/wp-json\/wp\/v2\/posts\/2101","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.dotsource.de\/labs\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.dotsource.de\/labs\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.dotsource.de\/labs\/wp-json\/wp\/v2\/users\/191"}],"replies":[{"embeddable":true,"href":"https:\/\/www.dotsource.de\/labs\/wp-json\/wp\/v2\/comments?post=2101"}],"version-history":[{"count":7,"href":"https:\/\/www.dotsource.de\/labs\/wp-json\/wp\/v2\/posts\/2101\/revisions"}],"predecessor-version":[{"id":2138,"href":"https:\/\/www.dotsource.de\/labs\/wp-json\/wp\/v2\/posts\/2101\/revisions\/2138"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.dotsource.de\/labs\/wp-json\/wp\/v2\/media\/2104"}],"wp:attachment":[{"href":"https:\/\/www.dotsource.de\/labs\/wp-json\/wp\/v2\/media?parent=2101"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.dotsource.de\/labs\/wp-json\/wp\/v2\/categories?post=2101"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.dotsource.de\/labs\/wp-json\/wp\/v2\/tags?post=2101"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}