Is advertising an underappreciated driver of sales growth in B2B markets? Theoretical perspectives and empirical evidence
Sign Up to like & getrecommendations! Published in 2020 at "Industrial Marketing Management"
DOI: 10.1016/j.indmarman.2020.02.019
Abstract: Abstract While firms in consumer markets spend hundreds of billions of dollars on advertising each year, firms in business markets are comparably hesitant to adopt advertising as a means to drive business and generate sales… read more here.
Keywords: business markets; b2b; sales growth; advertising ... See more keywords