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IMM B2B Service Trends Accepted Version 2021-01-14.pdf (557.33 kB)

Key trends in business-to-business services marketing strategies: developing a practice-based research agenda

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journal contribution
posted on 2023-06-09, 22:46 authored by Ad de Jong, Ko de Ruyter, Debbie KeelingDebbie Keeling, Alexandra Poliakova, Torsten Ringberg
The marketing of B2B services has become an important field of academic enquiry. Industrial Marketing Management scholars have contributed to building a robust body of scholarship on the role of services as an indispensable aspect of company’s strategic performance process. However, with digitization, there is a clear need for theoretical concepts and frameworks that can guide companies in the development of contemporary and strategic roadmaps for their B2B service marketing strategies and performance practice. This position paper outlines an agenda and delineates issues in B2B service delivery that need to be addressed to close the gap between service marketing theory and practice and collaborate on the development of strategic service capabilities for the industrial marketing space. More specifically, we identify and discuss the impact of 5 important trends shaping B2B services: 1) gamification, 2) personalization, 3) Mixed Reality (MR), 4) data visualization, and 5) privacy. On the basis of these, we will offer a number of specific directions for future research by industrial marketing researchers.

History

Publication status

  • Published

File Version

  • Accepted version

Journal

Industrial Marketing Management

ISSN

0019-8501

Publisher

Elsevier

Volume

93

Page range

1-9

Department affiliated with

  • Strategy and Marketing Publications

Full text available

  • Yes

Peer reviewed?

  • Yes

Legacy Posted Date

2021-01-15

First Open Access (FOA) Date

2022-12-30

First Compliant Deposit (FCD) Date

2021-01-14

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