..., 2013). During the past decade, practitioners' studies have shown how purchase decisions are impressed by B2B digital content and online conversations. Thought leadership advocates believe that B2B marketers should boost their online communities to disseminate and spread the relevant and helpful content...

... in the practical pragmatism of praxis. Praxis is practice informed by theory and theory informed by practice, a cyclical process of experiential, contextual learning. Originality/value – The paper appears to be the first to bring together Cartesian thought and the practice-theory divide in B2B marketing...