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  • INDIVIDUALS IN B2B MARKETING
    ebook
    INDIVIDUALS IN B2B MARKETING
    MARIA IVANOVA-GONGNE, LASSE TORKKELI, NIKOLINA KOPORCIC, AND WILHELM BARNER-RASMUSSEN
    The business world consists of interlinked entities, which require acting cooperatively in order to reach the desired aims. Individuals are at the core of business-to-business (B2B) marketing and are responsible for making decisions, negotiating, networking, branding, and all other of the firm’s vital processes. Especially in small and medium-sized enterprises (SMEs), the role ...

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