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Many business‐to‐business buyers are building closer relationships with fewer sellers. When faced with the choice of which sellers to partner with, buyers often develop such close relationships with sellers who have made transaction‐specific investments (TSIs). TSIs are assets (both tangible and...
Business‐to‐business and industrial marketers need to improve their sales results with reduced spending and simultaneously strengthen and maintain their relationships with their customer base. The quality process, in its many forms and alternative approaches, must be operative throughout a...
The decision to establish or retain a national account marketing program is one faced by many firms whose product or service is sold through a business‐to‐business salesforce. Unfortunately, it is often difficult to determine whether the benefits obtained from establishing and/or maintaining a...
Partnering with customers is a powerful new business approach, but an implementation framework is required. Discusses how six corporations collaborated in an exercise to develop partnership guidelines. Illustrates the framework in fields ranging from high tech to consumer products.
Develops a strategic planning framework for long‐range marketing policy making. Uses this framework to explore the relationship between marketing orientation and total quality management and extends Kotler′s model of three types of marketing strategic orientation on the perspective of total...
The competitive bidding process is the method by which firms efficiently and effectively make purchases for necessary goods and services at a desired level of quality. Those firms with managers who understand the competitive bid process and are sufficiently sophisticated with regard to its...
If there is any one function managers most despise, it is the art of forecasting. By its very nature it concerns guessing the outcome of future events. Do all firms forecast the same? Compares forecasting behavior between industrial product firms and consumer product firms. Examines issues such...
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