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Keywords: Services marketing
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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
...Naushaba Chowdhury; Pravin Balaraman; Jonathan Liu Purpose Over the last five decades, business to business (B2B) marketing has evolved from a transactional model to a behavioral model. This evolution is a consequence of the rise in thoughts of managing customer journeys, services marketing...
