search query: @author Matthyssens, P. / total: 7
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| Author: | Matthyssens, P. Bulte, C. van den |
| Title: | Getting closer and nicer: partnerships in the supply chain |
| Journal: | Long Range Planning
1994 : FEB, VOL. 27:1, p. 72-83 |
| Index terms: | SUPPLY ORGANIZATIONAL BEHAVIOUR CONSUMER BEHAVIOUR |
| Language: | eng |
| Abstract: | This article addresses the shift in organizational buying behaviour and industrial marketing. Purchasing evolved from a fighting towards a co-operative mode. Similarly, business marketers increasingly turn towards a more relational marketing approach. This article introduces general managers to the issues at stake. Top managers can stimulate the evolution of their company to partnership marketing by taking several actions. Firstly, they must back marketing managers by delegating authority and demonstrating clear support. |
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