Prospects of Business to Business Marketing in Pakistan: A Cross-Sectional Study
| Main Author: | MuhammadAli, Dr. Zahid Yousaf |
|---|---|
| Format: | Article eJournal |
| Bahasa: | ang |
| Terbitan: |
, 2021
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| Subjects: | |
| Online Access: |
https://zenodo.org/record/4495290 |
Daftar Isi:
- Online media usage for marketing and commercial purposes is trending today. Business organizations mostly prefer online platforms to access international markets worldwide. The current study also aims to highlight the importance of online marketing in the Business to Business marketing context. The researcher used a cross-sectional study design and selected a sample of n=, 225 respondents, from three main cities of Pakistan. The current study is also supported by Channel Expansion Theory that further validates the notion of online media usage for marketing purposes. Data gathered from the quantitative survey revealed that customers perceive online marketing as an essential part of expanding their Business. Here the role of personal characteristics, previous experiences and upgrading the technology by advertising agencies is of greater magnitude. Thus, the researcher concluded that online marketing in general and online Business to Business marketing in particular, have brighter prospects in Pakistan. If advertising agencies focus more on upgrading their strategies through online platforms’ usage, international manufacturers will prefer Pakistan as a highly profitable arena.