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The Different Effects of Mass-Media Marketing and Personal Sales Budgets Across the Life Cycle of B2B High-Tech Start-Ups.

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Bibliographic Details
Title: The Different Effects of Mass-Media Marketing and Personal Sales Budgets Across the Life Cycle of B2B High-Tech Start-Ups.
Authors: Vomberg, Arnd (AUTHOR), Friess, Maximilian (AUTHOR), Alavi, Sascha (AUTHOR) sascha.alavi@tu-dortmund.de, Maag, Verena (AUTHOR), Wieseke, Jan (AUTHOR)
Source: Journal of Marketing Research (JMR). Feb2026, Vol. 63 Issue 1, p47-70. 24p.
Database: Business Source Ultimate
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ISSN:00222437
DOI:10.1177/00222437251367766