| Issue |
E3S Web of Conf.
Volume 462, 2023
International Scientific Conference “Fundamental and Applied Scientific Research in the Development of Agriculture in the Far East” (AFE-2023)
|
|
|---|---|---|
| Article Number | 03034 | |
| Number of page(s) | 10 | |
| Section | Soil Science and Natural Resources Management | |
| DOI | https://doi.org/10.1051/e3sconf/202346203034 | |
| Published online | 12 December 2023 | |
B2B marketing model: leveraging green initiatives for sustainable business growth
University of Food Technologies – Plovdiv, Faculty of Economics, 26 Maritsa blvd., 4000 Plovdiv, Bulgaria
* Corresponding author: i.kulova@abv.bg
The strategic management and operational implementation of marketing activities in the B2B segment (business-to-business) are quite specific. Presenting the company on the Internet provides an opportunity to expand business contacts, increase profits and emphasize the status of the company. Understanding what B2B sales are makes it possible to open new horizons for companies. The B2B segment requires a special approach from the marketing manager and marketing specialists. In this regard, the purpose of this study is to propose a comprehensive B2B marketing model that leverages green initiatives for engaging potential customers and transforming them into real ones. The model is related to building relationships with customers and maintaining them until a purchase decision is made by them. In this way, these customers can be turned into loyal business partners who will continue to develop the company over the years.
© The Authors, published by EDP Sciences, 2023
This is an Open Access article distributed under the terms of the Creative Commons Attribution License 4.0, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
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