Brands are transforming with the acceptance, adoption, and use of artificial intelligence (AI)
technologies. AI builds dynamic consumer-brand relationships that help build sustainable …

This paper identifies and examines the four stages of marketing's digitalization journey to
date and the points of interest along the way. The metaphor of a journey provides a narrative …

Previous studies have investigated drivers of customer retention in the mobile
telecommunications industry worldwide. These studies call on scholars pay to attention to …

Sustainability addresses the companies' activities to implement sustainable requirements
across the whole value chain. In theory, relationship management and co-creation …

Retaining students is becoming increasingly important for institutions offering higher
education. Thus, ideas from relationship marketing (RM) should be of great interest to …

RESUMEN El Marketing de Relaciones es un término que abarca significativamente más
que unos simples objetivos con sus estrategias; por ello, parece mejor entenderlo como una …

Many B2B companies that have traditionally been product-centric businesses (PCBs) are
addressing the services opportunity (servitization), providing services aligned with …

Business marketing is a complex, multilayered, and dynamic social phenomenon that has
been examined using a variety of theories from disciplines as diverse as economics and …

The concept of relationship marketing emerged from services and business-to-business
marketing. Most of the research analysing the relationships themselves focuses on the …

Purpose–This paper aims to increase the understanding of networks within the service‐
dominant logic (S‐D logic) and to demonstrate the importance of interaction between …