Riassunto analitico
The thesis is about digital marketing in business to business market. The goal is to provide recommendations to the case company Cores Italia to improve its digital marketing activities. This thesis includes three main chapters. In the first chapter, the literature review, the author discussed the definition of digital marketing, digital marketing in a b2b context, SOSTAC & RACE planning frameworks, and inbound marketing as a holistic approach. The second chapter, current trends, is dedicated to specific tactics in digital marketing and their practice in a b2b context, including content marketing, social media marketing, SEO, and Email Marketing. Finally, the third chapter is about the case study Cores Italia, including situation analysis, data collection and analysis, and recommendations for the case company's digital marketing activities.
|
