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Keywords: Buying situation
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Journal Articles
Journal of Business & Industrial Marketing (2024) 39 (13): 160–174.
Published: 13 August 2024
...Svante Andersson; Ulf Aagerup; Lisa Svensson; Sanna Eriksson Purpose This study aims to explore challenges and opportunities in the digitalization of the business-to-business (B2B) customer journey in different buying situations. It also investigates where in the customer journey digital marketing...
