Suchergebnisse

Business‐to‐business service marketing has received comparatively
less attention in the academic literature than business‐to‐business
product marketing; much of the service marketing literature discusses
the ways in which services and products are different. Compares service
marketing to product marketing in the industrial sector from the
perspective of customer value creation. Results of a study of managers
in the telecommunications industry provide some insight into criteria
used by customers to evaluate services and products. According to the
results, more similarities than differences exist between service and
product marketing in the industrial sector. Managerial implications of
this finding are presented.

The issues of mergers and acquisitions in international business are the subject of various fields of scientific knowledge, but there are relatively few publications on them in the Bulgarian scientific space. Against this background, the book by prof. Danail Danailov, in which he develops the permanently present in his research and teaching portfolio topic of business combinations in the context of globalization, digitalization and the pandemic of COVID-19. What defines the relevance of this edition? A close reading allows several lines of research to emerge.