... Social media Implementation Marketing communication Business-to-business marketing E-Marketing orientation Social media challenges The potential benefits and opportunities that can be obtained from social media make successful social media implementation essential to effective marketing...

... their interview. Each interview was fully transcribed and then analysed through a traditional thematic content analysis (Besson et al., 2007). © Emerald Group Publishing Limited 2010 Sales Marketing Interface management Business‐to‐business marketing United Kingdom What...