B2B Digital Marketing Perspective to Study the Ethical Principles of Organization Behaviour in India


  • M. Sathiya Associate Professor, Department of Artificial intelligence and Data Science, Karpagam Institute of Technology, Affiliated to Anna University, Coimbatore, Tamilnadu, India.
  • R. Sampath Kumar Professor, Department of Aeronautical Engineering, Er. Perumal Manimekalai College of Engineering, Hosur, Krishnagiri, Tamilnadu,Professor, Department of Aeronautical Engineering, Er. Perumal Manimekalai College of Engineering, Hosur, Krishnagiri, Tamilnadu,
  • V. Manimegalai Professor, Department of Management Studies, Nandha Engineering College (Autonomous), Erode, Tamilnadu, India.
  • Samuel Augustina Lata Jeyaraj Assistant Professor, Department of Management Studies, K.S.Rangasamy College of Arts and Science(Autonomous), Namakkal, Tamilnadu, India.
  • N. Senthilkumar Assistant Professor-II, School of Management Studies, Bannari Amman Institute of Technology, Sathyamangalam,Erode, Tamilnadu, India.
  • B. Girimurugan Assistant Professor, KL Business School, Koneru Lakshmaiah Education foundation (Deemed to be University), Andhra Pradesh, India.


Customer relationship management, digital marketing, artificial intelligence


As new business challenges emerge in the B2B sector, which is governed by ecosystems dependent on one another, decision-making based on data is essential for developing effective strategies to manage these challenges. Customer relationship management (CRM) systems have come into their own due to the widespread use of digital marketing as a means of communication and sales. Fewer studies have focused on the understanding and application of these technologies in B2B digital marketing, despite the fact that several have been conducted to better understand B2B traditional marketing techniques leveraging CRMs that work with artificial intelligence (AI). We provide a unified theoretical framework that draws from studies in several fields. Business-to-business (B2B) responses provided the bulk of the core data. A company's success in today's fast-paced marketplaces depends on its ability to gain the trust and loyalty of its customers. Businesses that provide services to other enterprises must prioritize ongoing improvement.


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How to Cite

Sathiya, M. ., Kumar, R. S. ., Manimegalai, V. ., Jeyaraj, S. A. L. ., Senthilkumar, N. ., & Girimurugan, B. . (2023). B2B Digital Marketing Perspective to Study the Ethical Principles of Organization Behaviour in India . International Journal of Intelligent Systems and Applications in Engineering, 12(7s), 233–238. Retrieved from https://ijisae.org/index.php/IJISAE/article/view/4065



Research Article