@inproceedings{winningerlemarquis:hal-03661262, TITLE = {{Intensified digitization and human Buyer-Seller relationships: a strategic dimension for manufacturers and distributors sales leaders}}, AUTHOR = {Winninger Lemarquis, Genevi{\`e}ve and Mercanti-Gu{\'e}rin, Maria}, URL = {https://hal.science/hal-03661262}, BOOKTITLE = {{International Marketing Trends conference Rome 2022}}, ADDRESS = {ROMA, Italy}, YEAR = {2022}, MONTH = Jan, KEYWORDS = {Buyer-Seller relationship ; B2B Buying Journey ; digitization ; support ; commitment}, PDF = {https://hal.science/hal-03661262/file/Intensified%20digitization%20and%20human%20Buyer-Seller%20Relationships%20%20a%20strategic%20dimension%20for%20sales%20leaders.pdf}, HAL_ID = {hal-03661262}, HAL_VERSION = {v1}, }