Unlocking Deeper Engagement with Personalization in B2B Marketing

Abstract

As I come to the end of this thesis, I would like to take a moment to share my heartfelt thanks with everyone who has supported me throughout this journey. First and foremost, I owe my deepest appreciation to FH-Prof. Mag. Dr. Andreas Zehetner. His expert guidance, thoughtful feedback, and continuous support have been a steady compass during this research. I am especially grateful for his trust in my work and the encouragement that helped me move forward. I am also incredibly thankful to the University of Applied Sciences Upper Austria and the Global Sales and Marketing program. The access to resources, the enriching academic experience, and the supportive environment have all played an essential role in shaping both my education and my personal development. Being part of this community has truly been a rewarding experience. This work could not have come together without the generosity of many individuals who offered their time, insights, and assistance in various ways. Although I am unable to mention every name, I deeply appreciate each conversation, suggestion, and small gesture that helped guide me along the way. Most importantly, I wish to thank my family. Their unwavering belief in me, their endless patience, and their constant encouragement have meant everything. Their support has been the foundation that carried me through the most challenging parts of this journey.

Date of Award	2025
Original language	English
Supervisor	Andreas Zehetner (Supervisor)