Marketing innovation and strategy: enabling the smooth transition from B2B to B2C space
Author:
Affiliation:
1. Department of Management Studies, Indian Institute of Technology, Roorkee, India
2. Department of Marketing, Ivy College of Business, Iowa State University, Ames, Iowa, USA
Publisher
Informa UK Limited
Link
https://www.tandfonline.com/doi/pdf/10.1080/10696679.2024.2351901
Reference45 articles.
1. Consumer Evaluations of Brand Extensions
2. Social media and B2B sales: An integrative framework and future directions
3. Marketing strategy decisions for brand extension success
4. Communication Strategies for Brand Extensions: Enhancing Perceived Fit by Establishing Explanatory Links
5. Consumer evaluations on brand extensions: B2B brands extended into B2C markets
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