Advertising in business markets : the obscured bottom-line effect and need for appropriate analytics
Peter Guenther, Miriam Guenther, Mahabubur Rahman, Mariia Koval, Viacheslav Iurkov
| Year of publication: |
2025
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|---|---|
| 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
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| 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 |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1016/j.indmarman.2025.02.003 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10015395428