Bekmeier-Feuerhahn, Sigrid; Weinberg, Peter - In: Marketing : ZFP ; journal of research and management 26 (2004) 4, pp. 331-344
Companies offering complex products in business-to-business markets increasingly have to include the social environment of their potential customers into their communication concept. Using an empirical example in the one of public transportation systems, it is illustrated how different publics...
