[HTML][HTML] Bridging the gap between B2B and B2C: Thought leadership in industrial marketing–A systematic literature review and propositions
T Neuhaus, JA Millemann, E Nijssen - Industrial Marketing Management, 2022 - Elsevier
The importance of social networks as part of the marketing mix has increased significantly in
recent years. Although marketing researchers have comprehensively investigated the …
recent years. Although marketing researchers have comprehensively investigated the …
Challenges and opportunities in the digitalization of the B2B customer journey
S Andersson, U Aagerup, L Svensson… - Journal of business & …, 2024 - emerald.com
Purpose This study aims to explore challenges and opportunities in the digitalization of the
business-to-business (B2B) customer journey in different buying situations. It also …
business-to-business (B2B) customer journey in different buying situations. It also …
[HTML][HTML] B2B influencer marketing: Conceptualization and four managerial strategies
While there is a growing body of research on influencer marketing, it focuses almost
exclusively on the consumer marketing context, and offers limited insights for business-to …
exclusively on the consumer marketing context, and offers limited insights for business-to …
Unveiling green digital transformational leadership: Nexus between green digital culture, green digital mindset, and green digital transformation
The study's primary purpose has been to examine the association between Green Digital
Transformational Leadership, Green Digital Mindset, and Green Digital Transformation …
Transformational Leadership, Green Digital Mindset, and Green Digital Transformation …
Understanding salespeople's resistance to, and acceptance and leadership of customer-driven change
Salespeople's responses to change have been extensively examined in the context of sales
literature, sales force automation (SFA), customer relationship management (CRM) systems …
literature, sales force automation (SFA), customer relationship management (CRM) systems …
Toward a contextualized understanding of inside sales: the role of sales development in effective lead funnel management
Purpose The purpose of this study is to provide a contextualized understanding of how
business-to-business (B2B) firms use the sales development function for efficient and …
business-to-business (B2B) firms use the sales development function for efficient and …
An Inquiry into Effective Salesperson Social Media Use in Multinational Versus Local Firms
Salespeople are increasingly required to navigate an international environment—having
international customers or international peers. However, much remains to be learned about …
international customers or international peers. However, much remains to be learned about …
Charting value creation strategies B2B salespeople use throughout the sales process: learning from social media influencers
Purpose This paper aims to explore how business-to-business (B2B) salespeople use social
media and emulate value creation strategies used by social media influencers …
media and emulate value creation strategies used by social media influencers …
Technology use in B2B sales: examining the extant literature and identifying future research opportunities using morphological analysis
Understanding the impact of technology use on the business-to-business (B2B) sales
profession has been one of the priorities for scholars for over 20 years. While the extant …
profession has been one of the priorities for scholars for over 20 years. While the extant …
Management of social selling and B2B customer-brand engagement: Is direct selling on social media good for your brand and relationships?
K Sombultawee, W Wattanatorn - Electronic Commerce Research and …, 2022 - Elsevier
This research investigates the formation of business customer brand engagement and
strong customer-firm relationships in a social selling environment. The study was prompted …
strong customer-firm relationships in a social selling environment. The study was prompted …