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Digital marketing and business-to-business relationships: a close look at the interface and a roadmap for the future

Charles Hofacker (Department of Marketing, Florida State University, Tallahassee, Florida, USA)
Ismail Golgeci (Department of Business Development and Technology, Aarhus Universitet, Herning, Denmark)
Kishore Gopalakrishna Pillai (Amrita School of Business, Amrita Vishwa Vidyapeetham, Coimbatore, India)
David Marius Gligor (Department of Marketing, University of Mississippi, Oxford, Mississippi, USA)

European Journal of Marketing

ISSN: 0309-0566

Article publication date: 19 May 2020

Issue publication date: 10 June 2020




This study aims to introduce the special issue on digital marketing and business-to-business (B2B) relationships. In general, only modest attention has been devoted to the study of digitalization in the B2B sector and even less on the importance of the perils and promises of digitalization for B2B relationships. This study’s goal is to help focus scholarly attention on the implications of digitalization on B2B relationships.


In this conceptual paper, the authors’ approach is to carefully review relevant literature, and to lay out the field of digital marketing and B2B relationships, conceptualizing it for future research.


The authors find that the following areas are critically important to understanding future trends in digital marketing and B2B relationships: coopetition, value co-creation, B2B branding, servitization, innovation networks, relationship dynamics and power and trust.


The intersection of digitalization and B2B relationships is an under-researched topic. With this paper and the accompanying special issues papers, the authors hope to begin to fill this critical gap.



Hofacker, C., Golgeci, I., Pillai, K.G. and Gligor, D.M. (2020), "Digital marketing and business-to-business relationships: a close look at the interface and a roadmap for the future", European Journal of Marketing, Vol. 54 No. 6, pp. 1161-1179.



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