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@article{178167,
        author = {Sameel Ishran.B and Dr.M.KOTTEESWARAN},
        title = {EFFECTIVENESS OF DIGITAL SALES STRATEGIES IN B2B BUSINESS IN CONSTRUCTION INDUSTRY IN INDIA},
        journal = {International Journal of Innovative Research in Technology},
        year = {2025},
        volume = {11},
        number = {12},
        pages = {3334-3339},
        issn = {2349-6002},
        url = {https://ijirt.org/article?manuscript=178167},
        abstract = {This study investigates the marketing analysis and promotional strategies employed by a company offering premium architectural products including UPVC windows, SPC flooring, and blinds. By adopting descriptive research methods and using tools such as surveys, interviews, and SPSS for data analysis, the research explores customer preferences, competitor strategies, and the effectiveness of Shristi’s current marketing approach. Findings reveal that Shristi faces challenges in digital outreach and brand differentiation but also has opportunities in leveraging sustainability and smart technologies. The study proposes data-driven recommendations for targeted marketing and highlights key performance indicators for tracking success. These insights aim to help Shristi better align its strategy with evolving consumer behaviour and competitive dynamics.},
        keywords = {UPVC windows, SPC flooring, marketing strategy, customer preferences, digital promotion, digital marketing strategy, home improvement industry, Promotional effectiveness, customer segmentation brand, positioning, sustainable construction material},
        month = {May},
        }