Digitalization in B2B marketing : omnichannel management from a PLS-SEM approach

Javier Alonso-Garcia, Federico Pablo-Marti, Estela Núñez-Barriopedro and Pedro Cuesta-Valiño

Year of publication:	2023
Authors:	Alonso-Garcia, Javier ; Pablo-Marti, Federico ; Núñez-Barriopedro, Estela ; Cuesta-Valiño, Pedro
Subject:	Business-to-business \| Customer experience \| Customer loyalty \| Digitalization \| Industrial buyer \| Industrial purchasing \| Loyalty \| Omnichannel management \| B-to-B-Marketing \| Business-to-business marketing \| Beziehungsmarketing \| Relationship marketing \| Digitalisierung \| Digitization \| Lieferantenmanagement \| Supplier relationship management \| Electronic Commerce \| E-commerce \| Multikanalvertrieb \| Multichannel strategy \| Kundenbindung \| Customer retention \| Beschaffung \| Procurement

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Type of publication:	Article
Type of publication (narrower categories):	Aufsatz in Zeitschrift ; Article in journal
Language:	English
Other identifiers:	10.1108/JBIM-09-2021-0421 [DOI]
Source:	ECONIS - Online Catalogue of the ZBW

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