Digitalization in B2B marketing : omnichannel management from a PLS-SEM approach
Year of publication: |
2023
|
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Authors: | Alonso-Garcia, Javier ; Pablo-Marti, Federico ; Núñez-Barriopedro, Estela ; Cuesta-Valiño, Pedro |
Published in: |
The journal of business & industrial marketing. - Bradford : Emerald, ISSN 2052-1189, ZDB-ID 2019934-X. - Vol. 38.2023, 2, p. 317-336
|
Subject: | Business-to-business | Customer experience | Customer loyalty | Digitalization | Industrial buyer | Industrial purchasing | Loyalty | Omnichannel management | Lieferantenmanagement | Supplier relationship management | Electronic Commerce | E-commerce | Beziehungsmarketing | Relationship marketing | B-to-B-Marketing | Business-to-business marketing | Digitalisierung | Digitization | Beschaffung | Procurement |
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