Applications of agency theory in B2B marketing : review and future directions
Year of publication: |
2012
|
---|---|
Authors: | Banerjee, Ranjan ; Bergen, Mark ; Dutta, Shantanu ; Ray, Sourav |
Published in: |
Handbook of business-to-business marketing. - Cheltenham [u.a.] : Elgar, ISBN 978-1-78100-536-1. - 2012, p. 41-53
|
Subject: | B-to-B-Marketing | Business-to-business marketing | Prinzipal-Agent-Theorie | Agency theory |
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