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When do firms invest in offensive and/or defensive marketing?
Bridges, Eileen; Freytag, Per V. - In: Journal of business research : JBR 62 (2009) 7, pp. 745-749
Persistent link: https://www.econbiz.de/10003862037
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Driving participation and investment in B2B trade shows : the organizer view
Mora Cortez, Roberto; Johnston, Wesley J.; … - In: Journal of business research : JBR 142 (2022), pp. 1092-1105
Persistent link: https://www.econbiz.de/10013169501
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Utilizing text-mining to explore consumer happiness within tourism destinations
Garner, Benjamin; Thornton, Corliss; Pawluk, Anita Luo; … - In: Journal of business research : JBR 139 (2022), pp. 1366-1377
Persistent link: https://www.econbiz.de/10013194376
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A longitudinal study of B2B customer engagement in LinkedIn : the role of brand personality
Mora Cortez, Roberto; Ghosh Dastidar, Ayan - In: Journal of business research : JBR 145 (2022), pp. 92-105
Persistent link: https://www.econbiz.de/10013197884
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Business-to-business digitalization, artificial intelligence, and social action
Johnston, Wesley J.; Mora Cortez, Roberto - In: Journal of business research : JBR 172 (2024), pp. 1-5
Persistent link: https://www.econbiz.de/10014547414
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"Good times - bad times" : relationship marketing through business cycles
Mora Cortez, Roberto; Johnston, Wsley J.; Ehret, Michael - In: Journal of business research : JBR 165 (2023), pp. 1-14
Persistent link: https://www.econbiz.de/10014332158
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When do firms invest in offensive and-or defensive marketing?
Bridges, Eileen; Freytag, Per V. - In: Journal of business research : JBR 62 (2009) 7, pp. 745-749
Persistent link: https://www.econbiz.de/10008248292
Cover Image
When do firms invest in offensive and/or defensive marketing?
Bridges, Eileen; Freytag, Per V. - In: Journal of business research : JBR 62 (2009) 7, pp. 745-750
Persistent link: https://www.econbiz.de/10008898875