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Keywords: Productization
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Journal Articles
Journal of Business & Industrial Marketing (2023) 38 (2): 272–289.
Published: 14 July 2022
...Jochen Wirtz; Christian Kowalkowski Purpose The business-to-business (B2B) marketing literature is heavily focused on the manufacturing sector. However, it is the B2B service sector that shows the highest growth in gross domestic product (GDP). Beyond a vibrant stream of literature...
