The effects of an articulated customer value proposition (CVP) on promotional expense, brand investment and firm performance in B2B markets : a text based analysis
Sagarika Mishra, Michael T. Ewing, Leyland F. Pitt
| Year of publication: |
2020
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|---|---|
| Authors: | Mishra, Sagarika ; Ewing, Michael ; Pitt, Leyland F. |
| Published in: |
Industrial marketing management : the international journal for industrial and high-tech firms. - New York, NY [u.a.] : Elsevier, ISSN 0019-8501, ZDB-ID 120124-4. - Vol. 87.2020, p. 264-275
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| Subject: | B-to-B-Marketing | Business-to-business marketing | Kundenwert | Customer value | Unternehmenserfolg | Firm performance | Markenführung | Brand management | Lieferantenmanagement | Supplier relationship management | Markenimage | Brand image |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1016/j.indmarman.2019.10.005 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10012285184