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Digitalization in B2B marketing: omnichannel management from a PLS-SEM approach
ArticleAbstract: Purpose: The purpose of this paper is to establish a reference model that will allow us to understanPalabras claves:Business-to-business, Customer experience, Customer loyalty, Digitalization, Industrial buyer, Industrial purchasing, Loyalty, Omnichannel managementAutores:Alonso-Garcia J., Cuesta-Valiño P., Estela Núñez-Barriopedro, Pablo-Martí F.Fuentes:scopusOmnichannel Management in B2B. Complexity-based model. Empirical evidence from a panel of experts based on Fuzzy Cognitive Maps
ArticleAbstract: In recent years, academics and professionals have proposed omnichannel management as the best approaPalabras claves:B2B, Fuzzy Cognitive Maps, Omnichannel management, What-ifAutores:Alonso-Garcia J., Estela Núñez-Barriopedro, Pablo-Martí F.Fuentes:scopus