Purpose This study aims to identify appropriate strategies and actions adopted by business-
to-business firms to cope with the ongoing COVID-19 crisis. Design/methodology/approach …

As modern economies become predominantly service-based, companies increasingly
derive revenue from the creation and sustenance of long-term relationships with their …

Digital marketing innovation plays an important role in a company's performance. Since this
concept is quite new, there are not many empirical studies on the impact of marketing …

In business markets, firms operating in developing economies deal with burgeoning use of
the internet, new electronic purchase methods, and a wide range of social media and online …

Research in marketing has increasingly focused on building knowledge about how firms'
marketing contributes to performance outcomes. A key precursor to accurately diagnosing …

The synergy effects of product, process, marketing, and organizational innovation are
examined with consideration of the innovativeness levels and industrial categories. This …

Marketing organization is the interface of the firm with its markets and where the work of
marketing gets done. This review of the past 25 years of scholarship on marketing …

This study proposes that the benefits gained from marketing performance measurement are
determined by how an organization exploits the metrics system under specific …

The aim of this research is to investigate the influence of brand attitude (BAtt) and electronic
word-of-mouth (eWOM) on the willingness of customers to pay premium prices (WTPp) in the …

Marketing departments are under increased pressure to demonstrate their economic value
to the firm. This challenge is exacerbated by the fact that marketing uses attitudinal (eg …