Baumgarth, Carsten; Binckebanck, Lars - In: Journal of Product & Brand Management 20 (2011) 6, pp. 487-498
Purpose – This paper aims to develop and empirically test a conceptual framework explaining the influence of the sales force on brand equity relative to the product and promotion elements of the marketing mix, in the context of business‐to‐business marketing. Design/methodology/approach...