Bernard, Mike - In: Journal of Business & Industrial Marketing 31 (2016) 8, pp. 955-960
Purpose The commentary paper aims to delve into how social media are being used by chief marketing officers (CMOs) and … business-to-business (B2B) have not made up their minds. So some key questions are raised about B2B CMOs’ readiness to use …/methodology/approach The research paper involves use of case studies drawn from IBM experience with social media. Findings B2B CMOs are not …