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Keywords: B2B market
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Journal Articles
Journal:
Marketing Intelligence & Planning
Marketing Intelligence & Planning 1–25.
Published: 31 July 2026
...Zhi Pei; Ruiliang Yan; Zixia Cao; Steve B. Zhou Purpose This research explores how digital coupons can be leveraged to reduce channel competition and enhance collaboration in the manufacturer-reseller business-to-business (B2B) market–an area that has not been previously addressed...
