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Keywords: Digital media
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Journal Articles
Journal of Business & Industrial Marketing (2023) 38 (7): 1465–1478.
Published: 31 August 2022
... experience and customer interactive (Ricotta and Costabile, 2007). © Emerald Publishing Limited 2022 Emerald Publishing Limited Licensed re-use rights only COVID-19 Digital media Durable goods Industrial marketing White goods After the COVID-19 outbreak, many businesses were...
Journal Articles
Journal of Business & Industrial Marketing (2015) 30 (6): 733–741.
Published: 06 July 2015
... on how to build a business-to-business (B2B) brand in the digital age and how digital media can be used for branding. A digital branding model is also developed. Design/methodology/approach – A single case study of a company at the forefront of digital media usage is used to develop the model...
