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In a nutshell: Can B2B firms benefit from competitors’ advertising?
Other
Build a bridge to end customers with a push and pull approach
Digitization
In a nutshell: Employees’ perceptions of chatbots in B2B marketing
Digitization
In a nutshell: Information transparency of digital B2B platforms
Other
The limits of buyer personas in B2B and what to keep in mind
Execution
Why scratching the surface is not enough in marketing management
Digitization
In a nutshell: Salesperson communication effectiveness in a digital sales interaction
Key Account Management
In a nutshell: Key account management configurations and their effectiveness
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