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| Author: | Salminen, R.T. Möller, K.E. |
| Title: | Use of references in industrial bidding - A decision process analysis |
| Journal: | Journal of Marketing Management
2004 : FEB, VOL. 20:1-2, p. 133-155 |
| Index terms: | Marketing Industrial marketing Bidding Decision making Case studies Models |
| Freeterms: | References |
| Language: | eng |
| Abstract: | The utilisation of references (hereafter as: ref./refs.) is an important marketing practice in international industrial marketing. The purpose of the article is to describe and analyse the use of written ref. information in an industrial bidding process (for bidding, here as: b). The study consists of the analysis of a single case study made by using Decision Systems Analysis. The results are shown as a flowchart description of the decision process of ref. use and 10 decision gates in that process. Theoretical conclusions deal with the contingency character of the decision process, the role of ref. information in b. decisions, and utilisation of ref. information as marketing signalling. |
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