The Role of IT in B2B Marketing 📚

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This research examines the integration of Information Technology (IT) in the B2B publishing sector, focusing on challenges faced in Nigeria. It explores barriers to IT adoption, its limited use, and the imperative for digital transformation using a qualitative multiple-case study approach with insights from industry executives. Findings reveal themes on IT use, contextual barriers, and enablers in successful relationship-building. The study underscores strategic IT investments and provides...