The effects of an articulated customer value proposition (CVP) on promotional expense, brand investment and firm performance in B2B markets: A text based analysis
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DOI: 10.1016/j.indmarman.2019.10.005
Abstract: Abstract Using text-based analysis, we search for evidence of articulated customer value propositions (CVP), in annual reports of US B2B firms, and then demonstrate that B2B firms that explicitly emphasize a CVP invest more in… read more here.
Keywords: articulated customer; customer; text based; customer value ... See more keywords