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Harnessing marketing automation for B2B content marketing To achieve these study objectives, we perform an in-depth investigation of an industrial company that has benefitted considerably from content marketing and marketing automation integration
Industrial Marketing Management Organizations pursuing various positioning strategies should ensure that their other marketing capabilities (in this case, market orientation) are aligned with the foundational strategy that they plan to pursue
The digital marketing capabilities gap - ScienceDirect First, we address the “ what do we know of digital marketing capabilities” question of prior research and develop a framework for industrial marketing research which highlights how the literature on digital capabilities and resources has evolved over the past two decades
The Agile Supply Chain: Competing in Volatile Markets Marketing management has not traditionally recognized the importance of logistics and SCM as a key element in gaining advantage in the marketplace However, in today's more challenging business environment, where volatility and unpredictable demand have become the norm, it is essential that the importance of agility be recognized
Digitization capability and the digitalization of business models in . . . We make three key contributions to the literature on digitization and digitalization in the industrial marketing literature First, we provide definitions and a conceptualization of a firm's digitization capability as consisting of three dimensions: data, permission, and analytics
The drivers of success in new-product development Through open innovation, the developer obtains knowledge and resources from sources external to the company: ideas for new products; IP and outsourced development work; marketing and launch resources; and even licensed products ready to sell
Improving PLS-SEM use for business marketing research While business marketing researchers increasingly use PLS-SEM (see the review results with regard to publications in Industrial Marketing Management in Fig 1), they face several challenges in terms of using the method correctly, including in appropriate contexts