Looking beyond the horizon : how to approach the customers' customers in business-to-business markets
Year of publication: |
2014
|
---|---|
Authors: | Homburg, Christian ; Wilczek, Halina ; Hahn, Alexander |
Published in: |
Journal of marketing. - Thousand Oaks, CA : Sage Publishing, ISSN 0022-2429, ZDB-ID 218318-3. - Vol. 78.2014, 5, p. 58-77
|
Subject: | customers' customers | indirect customer marketing | derived demand | business-to-business marketing | qualitative research | B-to-B-Marketing | Business-to-business marketing | Beziehungsmarketing | Relationship marketing | Lieferantenmanagement | Supplier relationship management | Konsumentenverhalten | Consumer behaviour | Marketingmanagement | Marketing management |
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