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Keywords: Business to business marketing
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Journal Articles
Journal:
Marketing Intelligence & Planning
Marketing Intelligence & Planning (2020) 38 (5): 587–601.
Published: 03 April 2020
... to business marketing Innovation is central to the creation of competitive advantage of a firm by contributing to its market orientation, brand perception and overall success in a highly competitive marketplace (Amyx et al., 2016 ; Zameer et al., 2019). The involvement of customers...
