Purpose – This paper aims to review recent changes in the nature and capabilities of responsive marketing, particularly the balance shift from cold prospecting to customer development, in order to challenge preconceptions about today's marketing metrics. Design/methodology/approach – A...

Purpose – Given the dramatic changes in the business environment, the purpose of the paper is to stimulate readers to challenge their mental models of business and industrial marketing, and consider the implications of the blurring of the lines between industrial and consumer marketing....