Given the importance of content that integrates into consumers' daily lives, marketing
academics are becoming more interested in content marketing. Although academics have …

This study demonstrates the importance of content timeliness as a driver of engagement in
business markets. Through an experimental approach, we show that if the customer is …

Brand engagement on social media increasingly draws B2B brands' attention as it may
produce positive WOM and bring branding and financial benefits. However, B2B marketers …

This special issue of Industrial Marketing Management aims to develop useful knowledge
and generate new insights into and applications of digital marketing in B2B markets. This …

The modern sales role has been described as that of a knowledge broker who shares
salient information, beyond what the customer already knows, to influence sales outcomes …

Purpose The purpose of this study is to explain how the application of fuzzy-set qualitative
comparative analysis (fsQCA) and experiments can advance theory development in the field …

We present a proof of concept for using automated text analytic techniques to extract key
information from lengthy B2B legal documents using BERT (Bidirectional Encoder …

The growth of private labels and digital marketing brings new challenges to manufacturers.
However, within these challenges, manufacturers can discover strategic opportunities to …

Today, businesses need effective and efficient management to do their business
successfully. Without a doubt, one of the most important management concepts that can be …

B2B-yritysten kontekstissa digitaalinen sisältömarkkinointi on muodostunut aiempaa
oleellisemmaksi, sillä yritysasiakkaat kuluttavat yhä enemmän digitaalista sisältöä, ennen …