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Keywords: Global offering
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Journal Articles
Journal of Business & Industrial Marketing (2024) 39 (9): 1922–1927.
Published: 13 May 2024
... marketing Internationalization Product management Global offering Extant literature recognizes the urgent need for improved marketing sophistication in business-to-business settings (B2B), and also how to explore the global nature of B2B markets (e.g. see Lilien, 2016). In this vein, prior...
