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Rethinking Operative Marketing: The H2H Process:

, In: Springer Business Cases; An Instructor's Manual to H2H Marketing Case Studies,
Kotler, Philip ; Pfoertsch, Waldemar ; Sponholz, Uwe. - p. 103-145 , 2024
Link: https://doi.org/10.1007/978-3-031-49005-7_4