Business-to-business digitalization, artificial intelligence, and social action

Digitalization, artificial intelligence (AI), and social action are critical concepts in business-to-business (B2B) marketing. In this article, we provide a conceptual overview of these subjects and delineate research questions for scholarly consideration. These subjects are changing the marketing c...

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Bibliographic Details
Published inJournal of business research Vol. 172; p. 113952
Main Authors Johnston, Wesley J., Cortez, Roberto Mora
Format Journal Article
LanguageEnglish
Published Elsevier Inc 01.02.2024
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Summary:Digitalization, artificial intelligence (AI), and social action are critical concepts in business-to-business (B2B) marketing. In this article, we provide a conceptual overview of these subjects and delineate research questions for scholarly consideration. These subjects are changing the marketing concept both as concept and function, which entail the transformation of the role of marketers. Integrating digitalization, AI, and social action is expected to pave the road for significant B2B marketing advancement in the uncertain future ahead.
ISSN:0148-2963
1873-7978
DOI:10.1016/j.jbusres.2023.113952