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Some reflections on the state of business-to-business marketing research

Tzempelikos, Nektarios - In: Journal of business-to-business marketing 29 (2022) 2, pp. 119-130

Persistent link: https://www.econbiz.de/10013359015

Ratten, Vanessa; Thompson, Ashleigh-Jane - In: Developing digital marketing : relationship perspectives, (pp. 75-86). 2021

Persistent link: https://www.econbiz.de/10012585821

Marketing communications strategies

Pilarczyk, Bogna (contributor) - 2008

Persistent link: https://www.econbiz.de/10003677105

Effective implementation of relationship orientation in new product launches

Matikainen, Minna; Terho, Harri; Matikainen, Esa; … - In: Industrial marketing management : the international … 45 (2015), pp. 35-46

Persistent link: https://www.econbiz.de/10010530582

One-to-one and one-to-many business relationship marketing : toward a theoretical framework

Niculescu, Mihai; Payne, Collin R.; Krishnan, Vijaykumar - In: Journal of business-to-business marketing 20 (2013) 2, pp. 51-64

Persistent link: https://www.econbiz.de/10009760639

Three strategies for customer value assessment in business markets

Keränen, Joona; Jalkala, Anne - In: Management decision : MD 52 (2014) 1, pp. 79-100

Purpose: The strategies to assess potential and realized customer value have received surprisingly little attention in management literature. The purpose of this paper is to examine potential customer value assessment strategies for business-to-business (B2B) firms and their special...

Persistent link: https://www.econbiz.de/10010259548