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Keywords: Complementary strategy
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Journal Articles
Effect of B2B advertising on firm’s market value: CSR as a strategic complement
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Journal of Business & Industrial Marketing (2020) 35 (5): 895–908.
Published: 10 January 2020
... Publishing Limited 2019 Emerald Publishing Limited Licensed re-use rights only CSR Firm performance B2B advertising Complementary strategy The traditional view that advertising has limited effect in industrial marketing owing to the rational decision-making by organizational buyers has...
