We are proud to announce that our article “Digital, Social Media, and Mobile Marketing in industrial buying: Still in need of customer segmentation? Empirical evidence from Poland and Germany” has been published in “Industrial Marketing Management” (VHB Ranking B). The Journal is regarded as a leading journal for marketing in an industrial context. In the paper, the authors Julian M. Müller, Benjamin Pommeranz, Julia Weisser and Kai-Ingo Voigt investigate how Digital, Social Media, and Mobile Marketing transform industrial buying, drawing on a empirical sample of 139 enterprises from Poland and Germany.
The article can be accessed here. We wish an enjoyable reading!