SStudyAcademic Library

Shelves Open access My library Review

Study · an open academic library·Metadata from OpenAlex (CC0)·Shelves·OpenAlex metadata, de-duplicated

The untapped potential of B2B advertising: A literature review and future agenda · Study

Home/Marketing and Advertising Strategies

The untapped potential of B2B advertising: A literature review and future agenda

Kunal Swani, Brian P. Brown, Susan McDowell Mudambi

2019-05-25articleIndustrial Marketing Management64 citationsgreen

No readable copy stored yet — this record is metadata only.

Marketing and Advertising Strategies Digital Marketing and Social Media Consumer Behavior and Marketing Influence

Abstract

No abstract was published for this record.

Citations in this library

Stored only when both papers are in the corpus — 64 citations exist upstream.

References

2002Analyzing the Past to Prepare for the Future: Writing a Literature Review

2004Electronic word-of-mouth via consumer-opinion platforms: What motivates consumers to articulate themselves on the Internet?

1983Central and Peripheral Routes to Advertising Effectiveness: The Moderating Role of Involvement

1994The Persuasion Knowledge Model: How People Cope with Persuasion Attempts

1994Dyadic Business Relationships within a Business Network Context

2007The structure and function of communication in society

2011A Framework for Conceptual Contributions in Marketing

1961A Model for Predictive Measurements of Advertising Effectiveness

Cited by

2019Principle Differences between B2B and B2C Marketing Communication Processes

2023A systematic review of customer behavior in business-to-business markets and agenda for future research

2020The emotional side of organizational decision-making: examining the influence of messaging in fostering positive outcomes for the brand

2024Elevating B2B branding in a global context: Integrating existing literature and proposing a forward-thinking conceptual framework

2023The role of ethics in business-to-business marketing: An exploratory review and research agenda

2022Emotional appeals and social support in organizational YouTube videos during COVID-19

Details

Year2019

Typearticle

VenueIndustrial Marketing Management

Languageen

Files0 public / 0

Identifiers

doi10.1016/j.indmarman.2019.05.010

openalex_workW2945360265

Links

Imported from OpenAlex (CC0) — nothing here is generated.