"This book explores the governance and ramifications of managerial ties in China's B2B contexts, with the aim of uncovering theoretical mechanisms and practical strategies for effective management of these relationships. In this book, managerial ties refer to personal relationships between...

This study explores the potential role of virtual influencers in future B2B marketing. Combining expert interviews and a literature review, the findings reveal the growing popularity of virtual influencers due to Web 3.0 and Metaverse advancements. The study suggests that virtual influencers may...

"In The Go-to-Market Cheat Code: The Secret to Unlocking B2B Growth, award-winning entrepreneur Justin Gray and seasoned executive Josh Wagner deliver a research-rich and example-based exploration of why trust and relationships are the true foundation of every thriving business, and how you can...

Introduction -- The Brand Positioning's Role in the Branding Excercise -- How Do Brands Interact With Consumers and How Do Consumers Interact With Brands? -- The Essentials of Power Brands. Why Differentiation, Relevance, and Competence Are the Key Dimensions to Focus on? -- Perception Versus...