The role of digital channels in industrial marketing communications

Article English OPEN
Karjaluoto, Heikki; Mustonen, Nora; Ulkuniemi, Pauliina;
(2015)
  • Publisher: Emerald Group Publishing Limited
  • Subject: branding | case studies | digital marketing communications (DMC) | industrial marketing | marketing channels | social media

Purpose – The purpose of this research is to investigate industrial marketing communications tools and the role of digital channels. The research draws from the literature on industrial marketing communications to examine its goals and intended utilization in industr... View more
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