Question: what B2C marketers can learn from B2B marketers to improve their organization's performance over the next decade Useful references. Cova, B., and Salle, R. (2008)

what B2C marketers can learn from B2B marketers to improve their organization's performance over the next decade Useful references. Cova, B., and Salle, R. (2008) The industrial/consumer marketing dichotomy: A case of outdated justification? Journal of Business & Industrial Marketing, 23 (1), pp.3-11. Fern, E. F., and Brown, J.R. (1984). The industrial/consumer marketing dichotomy: A case of insufficient justification, Journal of Marketing, 48 (Spring), pp.68-77. Gummesson, E. (1997). Relationship marketing as a paradigm shift: Some conclusions from the 30R approach. Management Decision, 35 (4), pp. 267-272. Ryals, L. J., and Humphries, A. S. (2007). Managing key business-to-business relationships: What marketing can learn from supply chain management. Journal of Service Research, 9(4), pp. 312-326. Treacey, M., and Wiersema, F. (1993). Customer intimacy and other value disciplines. Harvard Business Review, Jan-Feb, pp. 84-93. Vargo, S. L., and Lusch, R. F. (2004). Evolving to a new dominant logic for marketing. Journal of Marketing, 68 (1), p1-17

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