Is advertising an underappreciated driver of sales growth in B2B markets? : theoretical perspectives and empirical evidence
Year of publication: |
2020
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Authors: | Guenther, Miriam ; Guenther, Peter |
Published in: |
Industrial marketing management : the international journal for industrial and high-tech firms. - New York, NY [u.a.] : Elsevier, ISSN 0019-8501, ZDB-ID 120124-4. - Vol. 87.2020, p. 76-89
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Subject: | B2B advertising | Quality focus | Sales force | Sales growth | B-to-B-Marketing | Business-to-business marketing | Werbung | Advertising | Verkauf | Selling | Verkaufspersonal | Salespeople | Lieferantenmanagement | Supplier relationship management | Werbewirkung | Advertising effects | Absatz | Sales |
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