The untapped potential of B2B advertising: A literature review and future agenda
Abstract
Academic research has not kept pace with the growth of and investment in B2B advertising. Important topics need to be addressed and critical questions remain unanswered. This review systematically analyzes, consolidates and identifies knowledge gaps in prior research related to B2B advertising in order to motivate dedicated future study. Based on a methodical, concept-centric approach, B2B advertising literature is categorized by: 1) type of...
Paper Details
Title
The untapped potential of B2B advertising: A literature review and future agenda
Published Date
Aug 1, 2020
Volume
89
Pages
581 - 593
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