۱٫ Introduction

۲٫ Contemporary issues in B2B marketing – beyond AI and IT

۳٫ Discussion

۴٫ Conclusion

References

Abstract

In this paper, we offer critical reflections on several contemporary issues in B2B marketing research. Specifically, we consider value, customer solutions, temporary organizations, governance models and sustainability within this literature. Our reflections lead us to suggest that further B2B marketing research is necessary in terms of four main areas (i) integrating complex offers for solutions, (ii) integrating functional activities, (iii) understanding the inter-related societal effects of B2B marketing, and (iv) understanding B2B marketing in information-poor environments. We develop an agenda that could serve to motivate further B2B marketing research while also reminding scholars that ‘it’s not just about Artificial Intelligence (AI)’ or Information Technology (IT).

Introduction

The recent business press offers many predictions as to the future of B2B marketing. These mostly relate to the effects of Artificial Intelligence (AI) and information technology (IT).1 The emerging buzz word is ‘personalization’, or the ability for new technologies to create personalized customer experience through the clever combination and use of data (Shriber, 2017). Scope now exists to develop specific content for users while also automating its targeted release (Barac et al., 2017; Järvinen and Taiminen, 2016). In effect, AI allows suppliers to simulate rich, engaging customer relationships without having to invest in significant human capital (Huang and Rust, 2018). Despite the considerable media attention, we contend that AI and IT are only one domain of a broader set of contemporary issues facing B2B marketing. If we consider that buyer–supplier relationships have a much longer and deeper history as a research area (Palmatier et al., 2007), we also need to acknowledge their importance as a fundamental context that requires closer examination in the wake of current developments.