The communication environment for buyer‐seller interfaces is being transformed by a variety of new communication choices. The use of electronic mail in business today is especially prevalent. This investigation explores buyer and seller reactions to electronic mail use in buyer‐seller...

The decision to establish or retain a national account marketing program is one faced by many firms whose product or service is sold through a business‐to‐business salesforce. Unfortunately, it is often difficult to determine whether the benefits obtained from establishing and/or maintaining...