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Marketing innovation and strategy: enabling the smooth transition from B2B to B2C space
B2B enterprises seeking growth, expansion, and a broader market presence aim to branch out into the B2C sector. This commentary elaborates on the success of the B2B firms in the B2C space by outlin...
期刊介绍：
The Journal of Marketing Theory & Practice is devoted to the publication of peer-reviewed articles addressing substantive, managerial issues in marketing. In the context of developing, enhancing, and disseminating marketing knowledge, JMTP publishes both conceptual and empirical work, so long as the work provides strong implications for the managerial practice of marketing. Unlike other marketing journals that may be more focused on specific methodological approaches, deal with theoretical issues without regard to application, or represent various subfields of marketing, JMTP is positioned as a general marketing journal affording a quality outlet for more managerially-oriented research across the scope of the field.
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