TITLE

The loyalty ladder

AUTHOR(S)
MERMELSTEIN, Ellen; ABU-SHALBACK ZID, Linda
PUB. DATE
May 2006
SOURCE
Marketing Management;May/Jun2006, Vol. 15 Issue 3, p7
SOURCE TYPE
Periodical
DOC. TYPE
Abstract
ABSTRACT
This article examines the development of business-to-business marketing programs, focusing on corporate buying centers. It presents opinions concerning this issue by Harvard University professor Das Narayandas concerning mistakes many companies make when developing these programs. He also offers advice for companies on how to employ more effective buying strategies. Narayandas suggests examining the complex business buying environment in terms of segmenting interest attention, in order to ensure that top-level priorities are accomplished.
ACCESSION #
21148261

 

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