The loyalty ladder

May 2006
Marketing Management;May/Jun2006, Vol. 15 Issue 3, p7
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.


Related Articles

  • Plural Governance in Industrial Purchasing. Heide, Jan B. // Journal of Marketing;Oct2003, Vol. 67 Issue 4, p18 

    This article examines the phenomenon of plural governance, a firm's simultaneous use of market contracting and vertical integration for the same basic transaction. The author studies two particular aspects of plural governance, namely the conditions that motivate firms to deploy plural...

  • Inside industrial marketing Market segmentation differs significantly in industrial field. Maloch, David T. // Marketing News;12/10/1982, Vol. 16 Issue 12, p10 

    The article states that market segmentation in industrial marketing is different from consumer goods marketing. For consumer goods the market segmentation follows a formula of demographic or psychographic variables and In industrial marketing the buying process itself precludes the direct use of...

  • Lead-gen adoption strong but nurturing remains a challenge. HOSFORD, CHRISTOPHER // B to B;11/5/2012, Vol. 97 Issue 10, p1 

    The article reports on the study, entitled "2012 Lead Generation: A Fundamental Flourishes in the Digital Era," on the adoption of business-to-business (b-tob) marketers of lead generation practices. The survey reveals that 74% of b-to-b marketers are moderate in adopting lead-gen practices and...

  • In-demand tech experts find new home in marketing. MADDOX, KATE // B to B;11/5/2012, Vol. 97 Issue 10, p1 

    The article looks at the increasing role played by information technology (IT) experts within the marketing department. It is inferred that the adoption of business-to-business (b-to-b) companies of technology as marketing automation and content management systems creates roles within marketing...

  • USING THE EXPERIMENT METHOD IN BUSINESS-TO-BUSINESS MARKETING. DURA, CODRUĊ˘A; LEBA, MONICA // Annals of the University of Petrosani Economics;2009, Vol. 9 Issue 3, p261 

    The concept of industrial marketing is circumscribed around an explosive development which has influenced the specialization and the differentiation of the science of marketing, through extending its applicability to various fields of activities. If on conceptual level, marketing can be used in...

  • Co-Creation Of Value In Business-To-Business Services. Yoshiaki Watanabe // International Business & Economics Research Journal;Nov/Dec2014, Vol. 13 Issue 6, p1483 

    Although marketing researchers pay increasing attention to the co-creation of value, switching costs and customer share, not much is known about their interrelationships. This study extracts prior research by developing a conceptual framework linking all of these constructs in the...

  • EDITOR NOTES. WYNER, GORDON // Marketing Management;Winter2012, Vol. 21 Issue 4, p3 

    An introduction is presented in which the editor discusses various reports within the issue on topics including effective brand building, marketing ideas in a business-to-business (B-to-B) environment, and marketing performance improvement initiatives.

  • Biz-to-biz research is rare in Canada, but situation changing. Arnold, Jon // Marketing News;3/4/1991, Vol. 25 Issue 5, p10 

    This article describes several areas that should be addressed to succeed in the business-to-business environment of Canada. The trading importance of Canada with the U.S. will be further enhanced as the economy evolves into strategic North-South trading blocs. The basic features of an industrial...

  • Vertical value. Maddox, Kate // B to B;6/23/2008, Vol. 93 Issue 9, p4 

    The article offers information on the move of several business-to-business marketers in dealing with the downturn economy in the U.S. It reveals the approach of the marketers to vertical marketing to improve efficiencies in organizational and tactical side, in which marketers look at the way...


Read the Article


Sorry, but this item is not currently available from your library.

Try another library?
Sign out of this library

Other Topics