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Digital Media as a Game-Changer in B2B Buyer-Vendor Relationships
2022
Journal of Sustainable Business and Economics
Purpose: The article examines the role of digital and, in particular, social media in business-to-business marketing in the international software industry. The authors responded to calls for empirical research on how these media impact buyer-vendor relationships and the conjunction of the marketing and sales processes, particularly the distribution of complex software solutions. This paper develops a digital framework and discusses the managerial consequences. Design/methodology/approach: The
doi:10.30564/jsbe.v5i3.17
fatcat:src4nbiwqndzzafkdpdguffddu