search query: @author Pyatt, T. R. / total: 1
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| Author: | Cunningham, M. T. Pyatt, T. R. |
| Title: | Marketing and purchasing strategies in the distribution channels of mid-range computers. |
| Journal: | European Journal of Marketing
1989 : VOL. 23:2, p. 130-143 |
| Index terms: | MARKETING STRATEGY DISTRIBUTION CHANNELS COMPUTER INDUSTRY PURCHASING |
| Language: | eng |
| Abstract: | A pragmatic research programme in the marketing of industry-specialised commercial systems operating upon mid-range computers is described. It was carried out in the United Kingdom during 1987 with the purpose of studying how international computer hardware manufacturers use and manage third-party channels comprised of independent software applications suppliers. The strategic marketing priorities of three major manufacturers and six of their independent value-added resellers are examined. These priorities are compared with the purchasing strategies of ten departmental end-users representing a range of business types. The intermediary's role is appraised and recommendations are summarized. |
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