Marketing channel evolution : from contactual efficiency to brand value co-creation and appropriation within the platform enterprise
Year of publication: |
2020
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Authors: | Dimitrova, Boryana V. ; Smith, Brent ; Andras, Trina Larsen |
Published in: |
Journal of marketing channels : distribution systems, strategy, and management. - [Erscheinungsort nicht ermittelbar] : Routledge, ISSN 1540-7039, ZDB-ID 2112882-0. - Vol. 26.2020, 1, p. 60-71
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Subject: | brand value appropriation | brand value creation | channel evolution | Marketing channels | platform enterprise | Vertriebsweg | Distribution channel | Markenführung | Brand management | Betriebliche Wertschöpfung | Value creation | Markenimage | Brand image | Lieferantenmanagement | Supplier relationship management | Electronic Commerce | E-commerce | Kundenintegration | Customer integration | Digitale Plattform | Digital platform |
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