... of marketing analytics and decision tools in effective B2B marketing. The research also underscores various digitalization strategies aimed at bridging the digitalization gap in B2B companies at both strategic and tactical levels. Finally, the study presents an agenda to stimulate future research...

...Guangming Cao; Na Tian Purpose Evidence in the literature has indicated that customer-linking marketing capabilities such as customer relationship management (CRM) and brand management are important drivers of marketing performance and that marketing analytics use (MAU) enables firms to gain...