{"product_id":"unlocking-deeper-engagement-with-personalization-in-b2b-marketing-9786208455682","title":"Unlocking deeper engagement with personalization in B2B marketing","description":"\u003cp\u003e • Author(s): Preeyanuch Satcharattanawong\u003cbr\u003e • Publisher: LAP Lambert Academic Publishing\u003cbr\u003e • Publisher Imprint: LAP Lambert Academic Publishing\u003cbr\u003e • BISAC: Marketing - General\u003c\/p\u003e\u003cp\u003eThis book explores the strategic use of personalization in business-to-business (B2B) marketing, focusing on how customer relationship management (CRM) systems and artificial intelligence (AI) enhance buyer engagement. Through a qualitative multiple-case study of five leading enterprise technology firms-Microsoft, Salesforce, IBM, SAP, and Oracle-it analyzes how these organizations implement scalable personalization strategies. Key areas of analysis include CRM integration, predictive engagement through AI, ethical data governance, marketing automation, and cross-functional collaboration. The study highlights the critical role of technology and organizational readiness in delivering relevant, timely, and trust-based experiences. Practical recommendations are provided for B2B firms seeking to drive long-term value through technology-enabled personalization.\u003c\/p\u003e","brand":"Atlantic Books","offers":[{"title":"Paperback","offer_id":46396767305879,"sku":"9786208455682","price":4235.0,"currency_code":"INR","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0666\/3471\/1191\/files\/9786208455682.webp?v=1769038331","url":"https:\/\/atlanticbooks.com\/products\/unlocking-deeper-engagement-with-personalization-in-b2b-marketing-9786208455682","provider":"Atlantic Books","version":"1.0","type":"link"}