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Keywords: Interaction marketing
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Journal Articles
Information technology utilization for industrial marketing activities: the IT–marketing gap
Available to Purchase
Journal of Business & Industrial Marketing (2015) 30 (8): 926–938.
Published: 05 October 2015
... firm, its customers and suppliers and the IT used in this setting. The study shows that all marketing practices of the CMP model can be found in one firm’s business, albeit one category, i.e. interaction marketing (a relationship approach), is dominating. The use of the CMP framework offers new...
