Marketing innovation and strategy: enabling the smooth transition from B2B to B2C space

IF 4.4 Q2 BUSINESS Journal of Marketing Theory and Practice Pub Date : 2024-05-31 DOI:10.1080/10696679.2024.2351901

Neha Rishi, Vinay Sharma, Raj Agnihotri

引用次数: 0

Abstract

B2B enterprises seeking growth, expansion, and a broader market presence aim to branch out into the B2C sector. This commentary elaborates on the success of the B2B firms in the B2C space by outlin...

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营销创新和战略：实现从 B2B 到 B2C 的平稳过渡

寻求增长、扩张和更广阔市场的 B2B 企业都希望进军 B2C 领域。这篇评论阐述了 B2B 企业在 B2C 领域取得的成功，概述了 B2B 企业在 B2C 领域的发展历程。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Journal of Marketing Theory and Practice BUSINESS-

CiteScore

6.80

自引率

6.70%

发文量

期刊介绍： The Journal of Marketing Theory & Practice is devoted to the publication of peer-reviewed articles addressing substantive, managerial issues in marketing. In the context of developing, enhancing, and disseminating marketing knowledge, JMTP publishes both conceptual and empirical work, so long as the work provides strong implications for the managerial practice of marketing. Unlike other marketing journals that may be more focused on specific methodological approaches, deal with theoretical issues without regard to application, or represent various subfields of marketing, JMTP is positioned as a general marketing journal affording a quality outlet for more managerially-oriented research across the scope of the field.