Toni Mikkola

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Purpose of the paper and literature addressed Industrial marketing and industrial marketing communications are both considered to be dominated by personal selling (e.g., Smith et al., 2004). However, Iyer et al. (2006) have questioned this belief and have noted that interpersonal relationships may be less critical in global industrial product marketing than(More)
This article describes the STAKES (National Research and Development Centre for Welfare and Health) Priorisation Project which started at the beginning of 1993. The project surveys ethical problems related to welfare and health care resource allocation. It searches for principles which could be applied in setting priorities whether they are aimed at service(More)
In this study, customer value propositions (CVP) are seen as a communication tool and the core of the company’s marketing communication and sales message. The purpose of this paper is to delve into the concept of CVP and to identify its dimensions in order to develop and analyze the propositions. Unlike the existing literature, we do not go straight into(More)
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