Advertising in business markets : the obscured bottom-line effect and need for appropriate analytics
Year of publication: |
2025
|
---|---|
Authors: | Guenther, Peter ; Guenther, Miriam ; Rahman, Mahabubur ; Koval, Mariia ; Iurkov, Viacheslav |
Published in: |
Industrial marketing management : the international journal for industrial and high-tech firms. - New York, NY [u.a.] : Elsevier, ISSN 1873-2062, ZDB-ID 2012747-9. - Vol. 126.2025, p. 185-196
|
Subject: | Analytics | B2B advertising | Bottom line | Profit | Werbung | Advertising | B-to-B-Marketing | Business-to-business marketing | Lieferantenmanagement | Supplier relationship management | Werbewirkung | Advertising effects | Marketingmanagement | Marketing management | Marketing | Online-Marketing | Internet marketing |
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