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...