Table of contents
The Impact of Transaction‐specific Investments on Buyer‐Seller Relationships
Ritu Lohtia, Robert E. KrapfelMany business‐to‐business buyers are building closer relationshipswith fewer sellers. When faced with the choice of which sellers topartner with, buyers often develop such close…
Managing Expectations to Enhance Distribution Program Success
John W. CebrowskiBusiness‐to‐business and industrial marketers need to improve theirsales results with reduced spending and simultaneously strengthen andmaintain their relationships with their…
Revitalizing Your National Account Marketing Program : The NAM Audit
James S. Boles, Bruce K. Pilling, George W. GoodwynThe decision to establish or retain a national account marketingprogram is one faced by many firms whose product or service is soldthrough a business‐to‐business salesforce…
Partnering with Customers
Dan T. Dunn, Claude A. ThomasPartnering with customers is a powerful new business approach, butan implementation framework is required. Discusses how six corporationscollaborated in an exercise to develop…
Integrating QFD, AHP and Benchmarking in Strategic Marketing
Min Hua Lu, Christian N. Madu, Chu‐hua Kuei, Dena WinokurDevelops a strategic planning framework for long‐range marketingpolicy making. Uses this framework to explore the relationship betweenmarketing orientation and total quality…
The Role of Buyer Sophistication in Competitive Bidding
Ronald F. Green, Thomas W. Zimmerer, Mark E. SteadmanThe competitive bidding process is the method by which firmsefficiently and effectively make purchases for necessary goods andservices at a desired level of quality. Those firms…
Differences in Forecasting Behavior between Industrial Product Firms and Consumer Product Firms
Paul Herbig, John Milewicz, James E. GoldenIf there is any one function managers most despise, it is the artof forecasting. By its very nature it concerns guessing the outcome offuture events. Do all firms forecast the…
ISSN:
0885-8624Online date, start – end:
1986Copyright Holder:
Emerald Publishing LimitedOpen Access:
hybridMerged from:
IMP JournalEditors:
- Dr. Wesley Johnston
- Dr Ivan Snehota