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The chapter discusses online branding in the business-to-business domain and the benefits it offers to B2B actors. Online branding is a tool to interact and communicate with existing and potential customers. The authors also present content marketing as a marketing effort available to B2B marketers, as well as the nature of digital relationships in social media. The reader learns the importance of branding the company through digital channels and those benefits that can be reached through such actions. The digital tools presented in the chapter relate to social media, for example, Twitter, Facebook, LinkedIn, YouTube, blogs, search engine optimization, and paid advertising. These tools are discussed in detail, both related to their benefits and pitfalls.

The main purpose of this paper is to identify the major determining factors of Bangladesh trade and to investigate whether the gravity model correctly explains Bangladesh's trade patterns and then estimate the global trade potential of Bangladesh using an augmented gravity model.

Based on a panel data, a dynamic gravity model has used to estimate Bangladesh's trade potential with her major trading partners.

One of the major findings of the paper is that a large part of Bangladesh's potential trade has remained unrealized. The estimated results indicate Bangladesh tends to trade more with larger economies in general and for import developing economies in particular. The rising trade transaction cost is one of the major trading barriers causing high unrealization of trade potential in Bangladesh.

The paper concludes that liberalization of non‐policy barriers will spur Bangladesh's trade, particularly in time of ongoing global economic and financial crisis. Improvement in infrastructure that leads to reduce trade transportation costs should be a necessary step in order to unleash Bangladesh's trade potential.

This paper is the first‐ever attempt to estimate the trade potential of Bangladesh using dynamic gravity model in the pre‐ and post‐global economic and financial crisis period.