Implemented Strategies in Business-to-Business Contexts

• Main Authors: Woodside, A.G, Pattinson, H.M, Montgomery, David B.
• Format: text
• Language: English
• Published: Institutional Knowledge at Singapore Management University 2012
• Subjects: Marketing
• Online Access: https://ink.library.smu.edu.sg/lkcsb_research/3555
• Institution: Singapore Management University

This chapter documents the contributions in the business-to-business (B2B) marketing–buying literature that focus on implemented strategies in specific contexts. Research on implemented strategies often includes thick descriptions of how things actually get done over a period of weeks, months, or ye...