Essays about: "Erik Kaplar"
Found 1 essay containing the words Erik Kaplar.
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1. Functional or emotional values in B2B? : A study of marketing communication in the B2B healthcare market
University essay from Sektionen för ekonomi och teknik (SET)Abstract : Abstract To create value is a critical task for marketers and companies regardless of industry, and this study is focusing on the highly debated topic regarding functional and emotional values in business-to-business (B2B). Conventionally, emotional values has been perceived as irrelevant to B2B markets due to that business buyers have often been viewed as strictly rational decision makers. READ MORE
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