It's the moment of truth : a longitudinal study of touchpoint influence on business-to-business relationships
Jesús Cambra-Fierro, Lia Patrício, Yolanda Polo-Redondo, and Andreea Trifu
| Year of publication: |
2025
|
|---|---|
| Authors: | Cambra-Fierro, Jesús ; Patrício, Lia ; Polo-Redondo, Yolanda ; Trifu, Andreea |
| Published in: |
Journal of research in interactive marketing : interactive marketing and computer-mediated communication. - Bingley : Emerald, ISSN 2040-7130, ZDB-ID 2556111-X. - Vol. 19.2025, 4, p. 503-526
|
| Subject: | B2B interactive marketing | Cross-buy | Customer retention | Customer-provider touchpoints | Moment of truth | Multichannel management | Profitability | Beziehungsmarketing | Relationship marketing | B-to-B-Marketing | Business-to-business marketing | Lieferantenmanagement | Supplier relationship management | Electronic Commerce | E-commerce | Marketingmanagement | Marketing management | Konsumentenverhalten | Consumer behaviour |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1108/JRIM-07-2022-0227 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10015416713