Les caractéristiques de l'acte d'achat et la logique du maketing amont

Fenneteau, Hervé
September 1992
Recherche et Applications en Marketing (AFM c/o ESCP-EAP);1992, Vol. 7 Issue 3, p45
Academic Journal
Research has shown that similarities between buying and selling guarantee the relevance of the marketing approach to purchasing. However, the peculiarities of the buying act influence the buyer marketing procedures. Action strategies must include not only efforts to adapt to a supplier's expectations, but should also make use of power factors. Stimulating competition between suppliers and partnerships are the strongest weapons firms have to encourage their suppliers to take their requirements into account. When used non-coercively, they make up one of the fundamental resources of buyer marketing procedures.


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