Purpose – With B2B (business‐to‐business) and new developments in marketing as the springboard, this paper seeks to emphasize complexity and context in marketing systems, embracing both B2B and B2C (business‐to‐consumer) marketing. Design/methodology/approach – The approach takes the...

Purpose The paper examines the concept of silent communication and its implications in marketing communication. It defines silent communication and proposes an analytic framework enabling an expanded view of marketing communication. Design/methodology/approach By explicitly adopting a...

Purpose – This paper aims to explore what aspects of organisational value can be realised through taking a service exchange perspective of e-marketplaces as opposed to a product transaction perspective Marketing is increasingly concerned with the notion of service value in business-to-business...