Buyers and suppliers apply specific strategic orientation to guide their business, and these strategies are seldom aligned, but emphasize different key elements. The buying center literature is focused on how offerings are used within the buying organization. As buyers and sellers are guided by...

Digital marketing media, such as Internet and mobile phones, are considered to be powerful opportunities to reach consumers by allowing interactivity and personalization of the content and context of the message. This paper explores consumers’ responsiveness to mobile marketing communication....