Firms invest heavily in different types of business-to-business relationship marketing activities in the belief that such programs bolster their bottom line. In this study, we develop and test a conceptual model that links customer-specific relationship marketing investments to short-term,...

Purpose – This research aims to study how buyers' budget constraints influence buyers' perceptions of discounts presented in a dollars‐off versus percentage‐off format. A comparison of perceptions of discount format under budget constraints is missing from the past literature. The current...

Purpose – Although trade shows are a significant part of the B2B communications mix, academic research in the area is sparse. To successfully manage this medium, a careful understanding of attendee behavior on the trade show floor is necessary. Drawing from the rich literature on shopper...

Industrial marketers must handle the problem of working in an environment characterized by supply shortages occurring on a regular basis. As customers continue to demand more, tolerance for supply delays and out‐of‐stock situations has decreased. Customer service has taken on an increasingly...

Trade shows are an important but under-researched component of the promotion mix for most industrial products. In this paper, we develop a three-stage model of trade show performance, relying on different indices of performance at each stage: attraction, contact, and conversion efficiency. We...