Homburg, Christian; Tischer, Moritz - In: Journal of the Academy of Marketing Science 51 (2023) 5, pp. 1046-1074
Business-to-business (B2B) practitioners are increasingly interested in capabilities to holistically manage touchpoints along B2B customer journeys (CJs) to remain competitive. Research in the B2B context, however, has investigated neither what constitutes such a customer journey management...