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| Author: | Simkin, L. Dibb, S. |
| Title: | Key business dilemmas & the marketing remit in business-to-business marketing services |
| Journal: | International Journal of Advertising
1998 : VOL. 17:3, p. 321-347 |
| Index terms: | ADVERTISING MARKETING |
| Freeterms: | BUSINESS-TO-BUSINESS MARKETING SERVICES |
| Language: | eng |
| Abstract: | This study explores the core underlying business trends and key resulting marketing issues facing the providers of marketing services. The study examines how the businesses themselves utilise the marketing toolkit, benchmarking current practices against the textbook view of good marketing endeavour. For the marketing services providers the understanding and use of marketing per se differ quite significantly but all acknowledge the need to improve their strategic and tactical marketing practices. |
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