Dispersion of marketing activities in business-to-business firms

Purpose The purpose of this paper is to explore the manifestations and the effects of the dispersion of marketing activities (DoMA) in business-to-business (B2B) firms. Design/methodology/approach To analyze the manifestations and effects of DoMA, an empirical study was conducted in German B2B firms that consisted of a qualitative pre-study and an online questionnaire-based quantitative study. Findings Findings highlight that there is not “one”...