Relationships and networks have been analyzed with different theoretical backgrounds and
methods, at different levels, and with different results and conclusions. This diversity …

The buying center (BC) has captivated the attention of researchers for> 50 years, becoming
a central element of organizational buying behavior. While it seems easy to identify the BC …

Fundamental shifts in business-to-business (B2B) buying behavior make digital content
marketing (DCM) a strategic priority for vendors, though firms struggle to achieve its full …

Marketing practitioners and consultants have widely adopted the concept of customer
journeys for use in analyzing contemporary B2B customer behavior, but despite this …

The authors explore two important topics related to this special issue. One is how corporate
social responsibility (CSR) activities impacts stakeholders, more specifically customers and …

The economic power of B2B transactions hasn't been reflected in the amount of published
research in marketing journals, and the relevance for practitioners of the studies issued has …

Many manufacturers look to business solutions to provide growth; however, success is far
from guaranteed, and it is unclear how such solutions can create superior perceived value …

Originally published in 1992 and now with an updated Preface this book analyses the
development of innovations using a network perspective. The book offers practical …

Consultants and pundits assert that the business-to-business (B2B) buying process has
changed markedly in recent years due to the emergence of online, digital applications and …

The increasing emphasis on understanding the antecedents and consequences of customer-
to-customer (C2C) interactions is one of the essential developments of customer …