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Books > Business & Economics > Business & management > Sales & marketing
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Business Marketing: An Interaction and Network Perspective (Hardcover, 1995 ed.)
Loot Price: R7,515
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Business Marketing: An Interaction and Network Perspective (Hardcover, 1995 ed.)
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Changing Views of Business Marketing This book aims to provide an
in-depth understanding of long-term busi in industrial markets.
During the late 1980s our view ness relationships on business
marketing changed remarkably. From a single-transaction oriented,
market mechanism-based description of marketing and purchas ing, we
are moving into domestic and international buyer-seller relation
ships. In academic terms, we are experiencing a broadening of the
para digms that describe how companies interact. This change in
focus has its roots in the recognition that business marketing is
frequently characterized by long-term interaction, coopera tion,
and coalitions between participant firms. The forces of quality,
total cost management, and the need to decrease response times in
new prod uct/service development all are combining to accelerate
the trend to wards strategic relationships. In increasingly global
markets, different forms of strategic alliances provide ways of
joining forces in attempts to reach goals beyond any single firm's
resources. Also, our way of seeing the corporate environment is
changing. In stead of the traditional view of markets or industries
as constituted by independent companies operating mainly through
market competition, we are starting to realize that markets can be
more realistically defined and described as networks of interlinked
organizations. The network view offers a highly promising tool for
describing and analyzing the rapidly integrating global
marketplace. For instance, strategic alliances can be seen as moves
of establishing positions in a network or as ways of changing the
whole network."
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