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Book Chapter

The Effects of Engaging with Content Marketing on Business Outcomes for B2B Service Providers

  • Wang W
  • Malthouse E
  • Uzunoglu E
Springer Fachmedien Wiesbaden, (2018), 57-70
DOI: 10.1007/978-3-658-22681-7_5
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Abstract

The B2B service industry has traditionally relied heavily on its salesforce, but intense competition is forcing service providers to find ways beyond the salesforce to attract prospects and retain clients. In response, content marketing (CM) is one approach that has …

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APA

Wang, W.-L., Malthouse, E. C., & Uzunoglu, E. (2018). The Effects of Engaging with Content Marketing on Business Outcomes for B2B Service Providers. In Advances in Advertising Research IX (pp. 57–70). Springer Fachmedien Wiesbaden. https://doi.org/10.1007/978-3-658-22681-7_5

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