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Digital Marketing and Business-to-Business Relationships: A Close Look at the Interface and a Roadmap for the Future.

Publication Type : Journal Article

Publisher : Emerald Publishing Limited

Source : European Journal of Marketing Vol. 54 No. 6, pp. 1161-1179. ABS 3

Url : https://www.emerald.com/insight/content/doi/10.1108/EJM-04-2020-0247/full/html

Keywords : Digital marketing, Relationship marketing, Business-to-business marketing, Digitalization

Campus : Coimbatore

School : Department of Management, School of Business

Department : Commerce and Management

Year : 2020

Abstract : Purpose This study aims to introduce the special issue on digital marketing and business-to-business (B2B) relationships. In general, only modest attention has been devoted to the study of digitalization in the B2B sector and even less on the importance of the perils and promises of digitalization for B2B relationships. This study’s goal is to help focus scholarly attention on the implications of digitalization on B2B relationships. Design/methodology/approach In this conceptual paper, the authors’ approach is to carefully review relevant literature, and to lay out the field of digital marketing and B2B relationships, conceptualizing it for future research. Findings The authors find that the following areas are critically important to understanding future trends in digital marketing and B2B relationships: coopetition, value co-creation, B2B branding, servitization, innovation networks, relationship dynamics and power and trust. Originality/value The intersection of digitalization and B2B relationships is an under-researched topic. With this paper and the accompanying special issues papers, the authors hope to begin to fill this critical gap.

Cite this Research Publication : Charles Hofacker, Ismail Golgeci, Kishore Gopalakrishna Pillai, David Marius Gligor (2020). Digital Marketing and Business-to-Business Relationships: A Close Look at the Interface and a Roadmap for the Future. DOI: 10.1108/EJM-04-2020-0247

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