EXPRESS: Horizontal Referrals in B2B Markets
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DOI: 10.1177/00222437231175415
Abstract: Horizontal referrals –when suppliers recommend other suppliers– are a common phenomenon in complex B2B markets. For the referring supplier, giving the best-possible horizontal referral may strengthen the relationship with its customer, yet it may also… read more here.
Keywords: b2b markets; referring supplier; customer; horizontal referrals ... See more keywords
Impact of marketing resource on company performance on B2B markets
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DOI: 10.1504/ijil.2020.10030492
Abstract: The main goal of the paper is to research the impact of marketing resources on company performance for companies on B2B markets. The conceptual model, including market orientation, marketing strategy, ICT support factors for B2B… read more here.
Keywords: company performance; b2b markets; marketing;
Customer Lifetime Value in B2B Markets: Theory and Practice in the Czech Republic
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DOI: 10.5539/ijbm.v12n2p47
Abstract: We live in a time of permanent change resulting from the turbulence of business environment. Companies operate on markets with increasing competition. One of the key areas of marketing competencies thus becomes the ability of… read more here.
Keywords: b2b markets; value; customer lifetime; customer ... See more keywords