Introduction to the Special Issue: B2B Advertising

Authors

Brian P. Brown, Virginia Commonwealth University
Kunal Swani, Wright State University - Main Campus
Susan M. Mudambi, Fox School of Business

Document Type

Editorial

Publication Date

8-1-2020

Identifier/URL

41089009 (Pure)

Abstract

The objective of this special issue is to further our knowledge and theoretical understanding of B2B advertising and provide insights and applications that are relevant to managers. The articles that were selected explore new advertising models and methodologies, content and strategies, and performance measurement approaches from a uniquely B2B perspective.

Repository Citation

Brown, B. P., Swani, K., & Mudambi, S. (2020). Introduction to the Special Issue: B2B Advertising. Industrial Marketing Management, 89, 578-580.
https://corescholar.libraries.wright.edu/marketing/66

DOI

10.1016/j.indmarman.2020.02.006