The untapped potential of B2B advertising : a literature review and future
Kunal Swani, Brian P. Brown, Susan M. Mudambi
| Year of publication: |
2020
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|---|---|
| Authors: | Swani, Kunal ; Brown, Brian P. ; Mudambi, Susan M. |
| 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. 89.2020, p. 581-593
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| Subject: | B2B advertising | Advertising | B2B communications | Concept-centric | Industrial advertising | Literature review | Lieferantenmanagement | Supplier relationship management | B-to-B-Marketing | Business-to-business marketing | Werbung | Bibliometrie | Bibliometrics |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1016/j.indmarman.2019.05.010 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10012291391