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Keywords: Business-to-business
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Journal Articles
Journal:
Marketing Intelligence & Planning
Marketing Intelligence & Planning (2022) 40 (1): 33–56.
Published: 31 August 2021
...Nils M. Høgevold; Rocio Rodriguez; Gøran Svensson; Mornay Roberts-Lombard Purpose The purpose of the study is to confirm a conceptualised framework regarding organizational and environmental indicators of sales performance on sellers in a business-to-business environment. The study is based...
Journal Articles
Journal:
Marketing Intelligence & Planning
Marketing Intelligence & Planning (2019) 37 (7): 754–769.
Published: 04 June 2019
...Priyanka Sharma; Raghu Nandan Sengupta; J. David Lichtenthal Purpose The purpose of this paper is to highlight various aspects of business-to-business brand equity (B2BBE) and explain relative impact of marketing/advertising, research and development (R&D), human resource and distribution...
Journal Articles
Journal:
Marketing Intelligence & Planning
Marketing Intelligence & Planning (2015) 33 (2): 164–178.
Published: 07 April 2015
...Dr Ming Lim, Dr Joana Cesar Machado and Dr Oriol Iglesias; Galina Biedenbach; Maria Bengtsson; Agneta Marell Purpose – The purpose of this paper is to investigate the effects of satisfaction and switching costs on the development of brand equity in the business-to-business (B2B) setting...
