[HTML][HTML] B2B customer journeys: Conceptualization and an integrative framework
Marketing practitioners and consultants have widely adopted the concept of customer
journeys for use in analyzing contemporary B2B customer behavior, but despite this …
journeys for use in analyzing contemporary B2B customer behavior, but despite this …
From transactions to journeys and beyond: The evolution of B2B buying process modeling
Consultants and pundits assert that the business-to-business (B2B) buying process has
changed markedly in recent years due to the emergence of online, digital applications and …
changed markedly in recent years due to the emergence of online, digital applications and …
[HTML][HTML] Customer based execution and strategy: Enhancing the relevance & utilization of B2B scholarship in the C-suite
Given the economic importance of the business-to-business (B2B) sector, scholars and
practitioners devote significant resources to understanding B2B marketing and strategy. Yet …
practitioners devote significant resources to understanding B2B marketing and strategy. Yet …
[HTML][HTML] Managing B2B customer journeys in digital era: Four management activities with artificial intelligence-empowered tools
S Rusthollkarhu, S Toukola, L Aarikka-Stenroos… - Industrial Marketing …, 2022 - Elsevier
Abstract Business-to-business (B2B) customer interactions and customer journeys
increasingly occur in digital spaces, often aided with diverse digital and artificial intelligence …
increasingly occur in digital spaces, often aided with diverse digital and artificial intelligence …
Business-to-business marketing: Looking back, looking forward
What we now call business-to-business (B2B) marketing used to be called industrial
marketing (Webster 1978), when it primarily focused on transactions of products produced …
marketing (Webster 1978), when it primarily focused on transactions of products produced …
The future of B2B marketing theory: A historical and prospective analysis
RM Cortez, WJ Johnston - Industrial Marketing Management, 2017 - Elsevier
The economic power of B2B transactions hasn't been reflected in the amount of published
research in marketing journals, and the relevance for practitioners of the studies issued has …
research in marketing journals, and the relevance for practitioners of the studies issued has …
Leveraging consumer behavior research to forge new insights into B2B buyer behavior: Contextualizing extant research and developing a research agenda
Abstract Business-to-business (B2B) buying consists of a complex set of activities and
processes involving numerous stakeholders and touchpoints that have attracted robust …
processes involving numerous stakeholders and touchpoints that have attracted robust …
[图书][B] Innovative B2B marketing: new models, processes and theory
S Hall - 2022 - books.google.com
Navigate the B2B marketing sphere with this fully updated guide on how to better
understand new customer habits, the digital era and how to shift away from outdated …
understand new customer habits, the digital era and how to shift away from outdated …
Strategic B2B customer experience management: the importance of outcomes-based measures
Purpose The purpose of this paper is to critique the adequacy of efforts to capture the
complexities of customer experience in a business-to-business (B2B) context using input …
complexities of customer experience in a business-to-business (B2B) context using input …
Customer journey management capability in business-to-business markets: Its bright and dark sides and overall impact on firm performance
C Homburg, M Tischer - Journal of the Academy of Marketing Science, 2023 - Springer
Abstract Business-to-business (B2B) practitioners are increasingly interested in capabilities
to holistically manage touchpoints along B2B customer journeys (CJs) to remain …
to holistically manage touchpoints along B2B customer journeys (CJs) to remain …