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Other

In a nutshell: Can B2B firms benefit from competitors’ advertising?

CIM
Other

Build a bridge to end customers with a push and pull approach

CIM
Digitization

In a nutshell: Employees’ perceptions of chatbots in B2B marketing

CIM
Digitization

In a nutshell: Information transparency of digital B2B platforms

CIM
Other

The limits of buyer personas in B2B and what to keep in mind

CIM
Execution

Why scratching the surface is not enough in marketing management

CIM
Digitization

In a nutshell: Salesperson communication effectiveness in a digital sales interaction

CIM
Key Account Management

In a nutshell: Key account management configurations and their effectiveness

 

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