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Purchasing Strategy Or "Reverse Marketing": Proposal For A Relationship And Network Based Integrative Strategic Framework

Authors
Publisher
IMP
Publication Date
Disciplines
  • Communication

Abstract

Relationship-based strategic planning on industrial markets often pre-supposes a traditional "marketing" approach, with the focus on the industrial firm as a supplier, and its relationships with customers further down the manufacturing channel. Far less often is attention paid to the possibly same firm as a buving entity. evolving in an identical industrial environment, and with similar relationship problems to handle. The "purchasing marketing" side of the same debate

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