THE EVOLUTION OF BTOB MARKETING AND THE GROWING IMPORTANCE OF CUSTOMER RELATIONSHIP MANAGEMENT: AN ITALIAN BTOB CASE

During the last decade, the Digital Tansformation has shaped both the society and the business environment offering companies new tools to further foster their competitive advantage. In this context, each and every business process has been impacted by new innovations and marketing is one of the areas that most has experienced developments since DT “introduction”. To keep up with times and being competitive, companies have to implement tools in order offer the customer the best experience possible. This is true for BtoC companies but, mostly for BtoBs. If the specific literature about marketing BtoB is not as nourished as in the BtoC context, it is acquiring greater renown and researchers have started to study how businesses are developing their digital marketing strategies. In this thesis, with the Kering Eyewear spa case, we want to show a best-in-class example on how CRM and Customer Journeys are part and parcel of the overall business strategy and how important is the adoption of the technologies to be fast in responses without losing the efficiency and quality a BtoB customer requires.