Navigating uncharted waters : insights into transformative marketing in the B2B mobility ecosystem
Selina L. Berger, Lars Meyer-Waarden, Marc Kuhn, and Andrea Hanisch
| Year of publication: |
2025
|
|---|---|
| Authors: | Berger, Selina L. ; Meyer-Waarden, Lars ; Kuhn, Marc ; Hanisch, Andrea |
| Published in: |
Journal of business-to-business marketing. - London [u.a.] : Routledge, Taylor and Francis Group, ISSN 1547-0628, ZDB-ID 2069757-0. - Vol. 32.2025, 1, p. 31-55
|
| Subject: | B2B | Business ecosystem | mobility market | Resource-Based View | Transformative marketing | B-to-B-Marketing | Business-to-business marketing | Ressourcenorientierter Ansatz | Resource-based view | Mobilkommunikation | Mobile communications | Lieferantenmanagement | Supplier relationship management | Marketing |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1080/1051712X.2024.2380682 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10015526501