[HTML][HTML] Setting B2B digital marketing in artificial intelligence-based CRMs: A review and directions for future research
JR Saura, D Ribeiro-Soriano… - Industrial Marketing …, 2021 - Elsevier
The new business challenges in the B2B sector are determined by connected ecosystems,
where data-driven decision making is crucial for successful strategies. At the same time, the …
where data-driven decision making is crucial for successful strategies. At the same time, the …
Three decades of research on loyalty programs: A literature review and future research agenda
Loyalty programs (LPs) are an important marketing instrument used to promote repeat
purchases and customer relationships. Although numerous studies have shed light on the …
purchases and customer relationships. Although numerous studies have shed light on the …
An integrated artificial intelligence framework for knowledge creation and B2B marketing rational decision making for improving firm performance
S Bag, S Gupta, A Kumar, U Sivarajah - Industrial marketing management, 2021 - Elsevier
This study examines the effect of big data powered artificial intelligence on customer
knowledge creation, user knowledge creation and external market knowledge creation to …
knowledge creation, user knowledge creation and external market knowledge creation to …
[HTML][HTML] Technology readiness of B2B firms and AI-based customer relationship management capability for enhancing social sustainability performance
MS Rahman, S Bag, S Gupta, U Sivarajah - Journal of Business Research, 2023 - Elsevier
This study contributes to the extant literature by empirically investigating the influence of
Business-to-Business (B2B) firms' technology readiness on information technology …
Business-to-Business (B2B) firms' technology readiness on information technology …
[HTML][HTML] Collaborative intelligence: How human and artificial intelligence create value along the B2B sales funnel
The B2B sales process is undergoing substantial transformations fueled by advances in
information and communications technology, specifically in artificial intelligence (AI). The …
information and communications technology, specifically in artificial intelligence (AI). The …
The value relevance of digital marketing capabilities to firm performance
C Homburg, DM Wielgos - Journal of the Academy of Marketing Science, 2022 - Springer
Digital transformation of the marketing organization forces firms to develop new digital
marketing capabilities (DMCs) to remain competitive. However, despite considerable …
marketing capabilities (DMCs) to remain competitive. However, despite considerable …
[HTML][HTML] “Old boys' club”: Barriers to digital marketing in small B2B firms
Despite the widely acknowledged benefits of digital marketing, many B2B SMEs have been
slow to adopt these practices. These firms' characteristics and ways of working mean that …
slow to adopt these practices. These firms' characteristics and ways of working mean that …
Digital business capability: its impact on firm and customer performance
Digital business transformation forces firms to develop foundational capabilities to remain
competitive. However, despite considerable academic and managerial interest, the nature of …
competitive. However, despite considerable academic and managerial interest, the nature of …
Artificial intelligence (AI) and its implications for market knowledge in B2B marketing
Purpose The purpose of this paper is to explain the technological phenomenon artificial
intelligence (AI) and how it can contribute to knowledge-based marketing in B2B …
intelligence (AI) and how it can contribute to knowledge-based marketing in B2B …
Networks, ecosystems, fields, market systems? Making sense of the business environment
This positioning paper is informed by our judgment that the mainstream research on
business marketing and marketing in general is losing its relevance and vigor because it …
business marketing and marketing in general is losing its relevance and vigor because it …