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The work of the Industrial Marketing and Purchasing (IMP) Group has left impressive marks on the research field of industrial marketing. Its influence and development over the last 30 years is well recognized in connection with the thoughts of a general theory of business marketing. This study is devoted to answering the question ‘what is the parad...
Apart from acquiring new customers, instruments of direct communication also aim at intensive customer service to increase the loyalty of existing customers. In this context, an important question arises: under what conditions can direct mailings generate value for companies? By means of experimental research, the present paper wants to gain knowle...
This study does a bibliometric analysis based on keywords of conference proceedings. Scientometric investigations of conference proceedings are a new and innovative, not very common approach. The studies and papers presented may be interpreted as early indicators of scientific development. The Academy of International Business (AIB) was chosen for...
Der Einsatz von Instrumenten der Direktkommunikation zielt neben der Neukundengewinnung auf die intensive Betreuung bestehender Kunden ab, um dadurch eine Verbesserung beziehungsweise Erhöhung der Kundenbindung zu erreichen (Meffert et al. 2008, S. 670). Der vorliegende Beitrag setzt sich auf Basis einer experimentellen Erhebung mit der Evaluierun...