Other

In a nutshell: Can B2B firms benefit from competitors’ advertising?

Other

Build a bridge to end customers with a push and pull approach

Digitization

In a nutshell: Employees’ perceptions of chatbots in B2B marketing

Digitization

In a nutshell: Information transparency of digital B2B platforms

Other

The limits of buyer personas in B2B and what to keep in mind

Execution

Why scratching the surface is not enough in marketing management

Digitization

In a nutshell: Salesperson communication effectiveness in a digital sales interaction

Key Account Management

In a nutshell: Key account management configurations and their effectiveness