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Managerial sensemaking of interaction within business relationships : a cultural perspective

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Collecting rich qualitative data on business relationships and networks in CEE countries : challenges and plausible solutions

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This final chapter of the book provides an up-to-date overview of research on B2B branding. The chapter discusses the current academic endeavors and propositions from researchers in the field, while focusing on the discipline of B2B marketing. It furthermore elaborates on the importance of...

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