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Keywords: B2B marketing strategy
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Journal Articles
Journal:
Journal of Strategy and Management
Journal of Strategy and Management (2023) 16 (4): 708–732.
Published: 29 May 2023
... and acknowledging value co-creation amongst stakeholders. The contemporary B2B marketing strategies of relationship, innovation, sustainability and digital marketing that emerge through the literature review are discussed to demonstrate how they add value to the competitive advantage of firms and facilitate co...
