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Keywords: Pharmacy supplies
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Journal Articles
Gaining insights into omnichannel usage behaviour of corporate customers in the German pharmacy supplies market: a cluster analysis approach
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Journal of Business & Industrial Marketing (2025) 40 (10): 1971–1989.
Published: 09 October 2025
.... This study aims to prove the existence of diverse business-to-business customer segments according to varying channel behaviours and identify their characterising traits. Design/methodology/approach Drawing on an exclusive dataset of 616 German pharmacy supply firm business customers, this article...
