Revisiting contemporary issues in B2B marketing: It's not just about artificial intelligence

Daniel D. Prior and Joona Keränen

Australasian marketing journal, 2020, vol. 28, issue 2, 83-89

Abstract: In this paper, we offer critical reflections on several contemporary issues in B2B marketing research. Specifically, we consider value, customer solutions, temporary organizations, governance models and sustainability within this literature. Our reflections lead us to suggest that further B2B marketing research is necessary in terms of four main areas (i) integrating complex offers for solutions, (ii) integrating functional activities, (iii) understanding the inter-related societal effects of B2B marketing, and (iv) understanding B2B marketing in information-poor environments. We develop an agenda that could serve to motivate further B2B marketing research while also reminding scholars that ‘it's not just about Artificial Intelligence (AI)’ or Information Technology (IT).

Keywords: Buyer–supplier; Solutions; Knowledge intensive; Capital goods (search for similar items in EconPapers)
Date: 2020
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Citations: View citations in EconPapers (3)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:aumajo:v:28:y:2020:i:2:p:83-89

DOI: 10.1016/j.ausmj.2019.09.001

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