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Keywords: White goods
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Journal Articles
Journal of Business & Industrial Marketing (2023) 38 (7): 1465–1478.
Published: 31 August 2022
... for the marketing strategies of B2B white goods firms. Design/methodology/approach As the research objective is explorative, the authors conducted a qualitative analysis by collecting 13 semi-structured interviews with B2B marketing professionals working for white goods firms in Italy. Primary data...
