Woodside, Arch G.; Pattinson, Hugh M.; Montgomery, David B. - In: Business-to-business marketing management : strategies, …, (pp. 323-355). 2012
This chapter documents the contributions in the business-to-business (B2B) marketing–buying literature that focus on implemented strategies in specific contexts. Research on implemented strategies often includes thick descriptions of how things actually get done over a period of weeks, months,...
