Index Terms
- Business: New kid on the block: marketing organizations and interaction design
Recommendations
Returns on Business-to-Business Relationship Marketing Investments: Strategies for Leveraging Profits
Firms invest heavily in different types of business-to-business relationship marketing activities in the belief that such programs bolster their bottom line. In this study, we develop and test a conceptual model that links customer-specific relationship ...
Returns on Business-to-Business Relationship Marketing Investments: Strategies for Leveraging Profits
Firms invest heavily in different types of business-to-business relationship marketing activities in the belief that such programs bolster their bottom line. In this study, we develop and test a conceptual model that links customer-specific relationship ...
Planning Marketing-Mix Strategies in the Presence of Interaction Effects
Companies spend millions of dollars on advertising to boost a brand's image and simultaneously spend millions of dollars on promotion that many believe calls attention to price and erodes brand equity. We believe this paradoxical situation exists ...
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