Edited by Gary L. Lilien and Rajdeep Grewal
Chapter 3: Applications of Agency Theory in B2B Marketing: Review and Future Directions
3 Applications of agency theory in B2B marketing: review and future directions Ranjan Banerjee, Mark Bergen, Shantanu Dutta and Sourav Ray The important role of independent ‘facilitating agents’ in B2B markets cannot be overstated, because ‘Most g...
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