Exploring the mediating role of marketing planning in enterprise marketing capabilities
Year of publication: |
2023
|
---|---|
Authors: | Fonseca, Joana Sofia da ; Dias, Álvaro Lopes ; Pereira, Leandro ; Costa, Renato J. Lopes da ; Gonçalves, Rui ; Silva, Rui Vinhas da |
Published in: |
International journal of business environment : IJBE. - [Olney, Bucks.] : Inderscience Enterprises Ltd., ISSN 1740-0597, ZDB-ID 2251589-6. - Vol. 14.2023, 1, p. 15-36
|
Subject: | B2B | brand reputation | marketing capabilities | marketing planning | partial least squares | PLS | Marketingmanagement | Marketing management | Partielle kleinste Quadrate | Partial least squares | Markenführung | Brand management | B-to-B-Marketing | Business-to-business marketing | Marketing | Lieferantenmanagement | Supplier relationship management |
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