The effects of an articulated customer value proposition (CVP) on promotional expense, brand investment and firm performance in B2B markets: a text based analysis

Mishra, Sagarika, Ewing, Michael T and Pitt, Leyland F 2019, The effects of an articulated customer value proposition (CVP) on promotional expense, brand investment and firm performance in B2B markets: a text based analysis, Industrial marketing management, pp. 1-12, doi: 10.1016/j.indmarman.2019.10.005.

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Title The effects of an articulated customer value proposition (CVP) on promotional expense, brand investment and firm performance in B2B markets: a text based analysis
Author(s) Mishra, SagarikaORCID iD for Mishra, Sagarika orcid.org/0000-0003-0590-225X
Ewing, Michael TORCID iD for Ewing, Michael T orcid.org/0000-0002-2260-2761
Pitt, Leyland F
Journal name Industrial marketing management
Start page 1
End page 12
Total pages 12
Publisher Elsevier
Place of publication Amsterdam, The Netherlands
Publication date 2019-11-23
ISSN 0019-8501
Keyword(s) Customer value proposition (CVP)
Promotional expense
Brand investment
Firm performance
B2B markets
Language eng
DOI 10.1016/j.indmarman.2019.10.005
Indigenous content off
Field of Research 1505 Marketing
1503 Business and Management
HERDC Research category C1 Refereed article in a scholarly journal
ERA Research output type C Journal article
Persistent URL http://hdl.handle.net/10536/DRO/DU:30134102

Document type: Journal Article
Collections: Faculty of Business and Law
PVC's Office - Business and Law
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