ISBM at the Penn State Smeal College of Business – Academic Institute supporting B2B Research. Switch to the ISBM-Corporate website.
B2B brand investments can attract purchasers and lower customer churn.
Firms can evaluate the state of their B2B relationships by measuring customer health.
Although effective customer journey management can increase firm performance, how it is achieved can be costly.
Although horizontal referrals are common in B2B industries, managers must consider several different factors to increase their chances of receiving the best possible referral from a supplier.
For B2B marketers, investments in channel relationships are a key area of focus in 2023.
With the rise of group purchasing organizations, determining the optimal relationship between buyers and sellers has become an even greater challenge.
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