The impact of digital tools on B2B marketing: an analysis of North-Italian companies

The purpose of this thesis is to present the impact of digital tools on Business to Business (B2B) relationships between companies and users. After reviewing the extant literature on this topic, the dissertation shows how the Internet has influenced marketing communication strategies around the world, marking the evolution from a “One-to-Many” to a "Many-to-Many” marketing philosophy. Social media platforms will be assessed specifically, and their use by organizations will be analysed across all the different business units. Their utility will be further demonstrated with respect to their spread during the COVID-19 emergency. In conclusion, data from North-Italian companies operating in the B2B sector will be part of an observational study, showing patterns that will confirm how the use of digital tools has a positive effect on sales and brand awareness.