South Asia has seen a digital revolution in recent years. The number of persons who use the internet has risen drastically. They use it for shopping, social media and online sales. However, there exists a literature gap as far as the effect of outbound digital marketing in B2B markets is...

Nowadays, we live in the age of Marketing 4.0. Historically, marketing has often depended on changing consumer habits and needs. Thus, it is necessary to understand the new habits and needs of the consumer to make companies more and more effective. Currently, social media marketing (SMM) is...

Business-to-business (B2B) marketers face the challenge of how to communicate best with decision-makers in a firm. For example, firms selling software and IT need to identify IT decision-makers (ITDM) within a firm. The modern digital environment in theory allows B2B marketers to target such...

The purpose of the present research is the study of the association amidst the practices of electronic procurement and its impact on supply chain performance. We analyzed four prime practices of e-procurement that known as electronic design, electronic sourcing, electronic negotiation, and...

South Asia has seen a digital revolution in recent years. The number of persons who use the internet has risen drastically. They use it for shopping, social media and online sales. However, there exists a literature gap as far as the effect of outbound digital marketing in B2B markets is...

Platforms are ubiquitous, and their adoption is on the rise in the business to business (B2B) world. However, economic theory characterizing the drivers their adoption has lagged. In the few cases where B2B platforms have been explicitly examined, it is often assumed that they can be understood...

Academic research and business practice offer multiple strategies to increase perceived value and avoid competing on price. We develop a conceptualization of the strategic choices for building brand value in business-to-business (B2B) markets. This includes the decision regarding the source of...

Purpose: The purpose of the study is to test the relationships between the antecedents of noneconomic satisfaction and its influence on economic satisfaction from both a seller's and a purchaser's perspective. Design/methodology/approach: Purchase and sales managers working for Taiwanese...

The association between selling orientation and customer orientation and sales success has been a matter of intensive research since the publication of the selling orientation-customer orientation (SOCO) score in the early 1980's. However, which attitudes predispose salespeople for high...

This study, based on a real problem in the industrial gas business, examines product bundling under B2B relations with two unique customer behavioral characteristics: (i) customers' discount expectation on products increases with the magnitude of the business offered to the seller, and (ii) they...

While the benefits and advantages of using renewable energies are remarkable, and their prices have been decreasing dramatically and are expected to fall further, the diffusion and adoption of renewable energies still lag fossil energies. This paper improves our understanding regarding the role...

Communication between seller and buyer is done through multiple channels. There are multiple ways to use technical media and channel selection to create more information, but does this lead to a better performance of a firm? Research on the impact of different marketing channels in the industry...

The purpose of this exploratory research is to contribute to the lack of empirical research exploring techniques and protocols that can be used to measure the level of value obtained from using these technologies in the various marketing processes and in a business-to-business (B2B) context. By...

While a growing number of consumer market studies reveal that price image is strategically important for the retailers who own it, no study has explored the role of price image in the business market. The Resource-based view (RBV) framework is used to fill a gap in the extant literature by...

This research study explored the relationship between corporate social responsibility (CSR) and brand equity, within business-to-business (B2B) group health insurance service firms. Since its inception as a business concept, CSR has been thought of as an exercise in being a good corporate...

Multi-channel sales strategies have become common due to the usage of advanced information technologies. Yet, how one trading mechanism can influence the outcome of another, especially in the B2B market, is largely underexplored. This paper investigates the effect of price and quantity...

The brand value building and management marketing strategy forms the immanent part of an optimally conceived competitive strategy of companies, regardless of whether they operate in consumer (B2C) or business-oriented (B2B) markets. In practice, however, there is often an interpretive confusion...

This study provides a systematic review of the literature and a conceptual framework of the interplay between power structure and supply chain decision-making. This systematic review studies 281 research papers published in peer-reviewed journals between the year 1994-2020 and uses content...

COVID-19 is bringing changes in B2B sales and marketing strategies. Digital interaction with potential customers has become more critical. Business-reference content (BRC) is the most shared content, mainly using narrative format, available to potential customers through digital touchpoints....

While the benefits and advantages of using renewable energies are remarkable, and their prices have been decreasing dramatically and are expected to fall further, the diffusion and adoption of renewable energies still lag behind fossil energies. This paper improves our understanding regarding...

Dieses Lehrbuch bietet einen umfassenden Überblick über die Vermarktung und den Vertrieb von Produkten und Dienstleistungen zwischen Unternehmen, also Business-to-Business (B2B). Insbesondere vor dem Hintergrund der Digitalisierung werden Herausforderungen und Potenziale dargestellt und anhand...