haku: @author Kleinaltenkamp, M. / yhteensä: 9
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| Tekijä: | Kleinaltenkamp, M. |
| Otsikko: | Typologien von Business-to-Business-Transaktionen - kritische Würdigung und Weiterentwicklung |
| Lehti: | Marketing: Zeitschrift fur Forschung und Praxis
1994 : VOL. 16:2, p. 77-88 |
| Asiasana: | CONSUMERS MARKETING EFFECTIVENESS |
| Kieli: | ger |
| Tiivistelmä: | Comparing to the consumer marketing transactions within the field of business-to-business-marketing are characterized by a greater variety. It makes more difficult the scientific investigation of the transaction processes as well as the derivation of managerial implications. In a short historical review the paper first sketches the existing approaches and shows in which points there have been differences and progresses. The paper comes to an end with an own suggestion for a new typology. |
SCIMA