Market segmentation of business-to-business customers based on their needs has proven to be a useful tool for firms seeking to find customers who provide the best response to their offer. The purpose of this study is to explore the possibility of identifying market segments in multistage markets...

Communication between seller and buyer is done through multiple channels. There are multiple ways to use technical media and channel selection to create more information, but does this lead to a better performance of a firm? Research on the impact of different marketing channels in the industry...

The purpose of this exploratory research is to contribute to the lack of empirical research exploring techniques and protocols that can be used to measure the level of value obtained from using these technologies in the various marketing processes and in a business-to-business (B2B) context. By...

An increasing number of business-to-business companies are becoming aware of the power of word-of-mouth communication, also referred to as viral marketing, or buzz. This has lead to an explosion of interest in word-of-mouth communication channels, to identify sources through which companies can...

Companies that are doing affairs in business-to-business fields has to adapt marketing mix variables in order to succeed. Trying to build a long term relationship with the client, companies acting in this area are using specific characteristics for the 4 "P": •product is more a solution (in...

The association between selling orientation and customer orientation and sales success has been a matter of intensive research since the publication of the selling orientation-customer orientation (SOCO) score in the early 1980's. However, which attitudes predispose salespeople for high...