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The future of B2B marketing theory : a historical and prospective analysis

Mora Cortez, Roberto; Johnston, Wesley J. - In: Industrial marketing management : the international … 66 (2017), pp. 90-102

Persistent link: https://www.econbiz.de/10011775989

A longitudinal study of B2B customer engagement in LinkedIn : the role of brand personality

Mora Cortez, Roberto; Ghosh Dastidar, Ayan - In: Journal of business research : JBR 145 (2022), pp. 92-105

Persistent link: https://www.econbiz.de/10013197884

B2B market segmentation : a systematic review and research agenda

Mora Cortez, Roberto; Clarke, Ann Højbjerg; Freytag, Per V. - In: Journal of business research : JBR 126 (2021), pp. 415-428

Persistent link: https://www.econbiz.de/10012494324

Prioritizing B2B marketing capabilities : crossvergence in advanced and emerging economies

Mora Cortez, Roberto; Hidalgo, Pedro - In: Industrial marketing management : the international … 105 (2022), pp. 422-438

Persistent link: https://www.econbiz.de/10013494028

Restoring ecosystem brands : the role of sustainability-led innovation

Mora Cortez, Roberto; Freytag, Per V.; Ingstrup, Mads Bruun - In: Industrial marketing management : the international … 105 (2022), pp. 79-93

Persistent link: https://www.econbiz.de/10013494037

"Good times - bad times" : relationship marketing through business cycles

Mora Cortez, Roberto; Johnston, Wsley J.; Ehret, Michael - In: Journal of business research : JBR 165 (2023), pp. 1-14

Persistent link: https://www.econbiz.de/10014332158

Online reverse auctions research in marketing versus SCM : a review and future directions

Mora Cortez, Roberto; Cabanelas, Pablo; Charterina, Jon - In: Industrial marketing management : the international … 115 (2023), pp. 439-454

Persistent link: https://www.econbiz.de/10014455293

The buying center concept as a milestone in industrial marketing : review and research agenda

Cabanelas, Pablo; Mora Cortez, Roberto; Charterina, Jon - In: Industrial marketing management : the international … 108 (2023), pp. 65-78

Persistent link: https://www.econbiz.de/10014227528

B2B marketing renaissance in business schools

Mora Cortez, Roberto - In: Journal of Business & Industrial Marketing 34 (2019) 8, pp. 1839-1849

Purpose: The purpose of this paper is to contribute to the elevation of the business-to-business (B2B) marketing field at the business school level. Design/methodology/approach: The study follows a Delphi method. The authors conducted two rounds of discovery to answer: why do you think...

Persistent link: https://www.econbiz.de/10012073248

A new model for measuring salesperson lifetime value

Farías, Pablo; Torres, Eduardo; Mora Cortez, Roberto - In: The journal of business & industrial marketing 32 (2017) 2, pp. 274-281

Persistent link: https://www.econbiz.de/10011629533