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Customer Experience Management in B2B Markets: CXM Value Propositions and Archetypical CXM Strategies

Jochen Wirtz,Christian Kowalkowski,Elina Jaakkola,Maria Holmlund,Wolfgang Ulaga, Tanvir Ahmed

JOURNAL OF BUSINESS RESEARCH（2025）

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Key words
B2B,Customer experience,CX,Customer experience management,CXM,Strategy
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