haku: @indexterm marketing concept / yhteensä: 142
viite: 18 / 142
| Tekijä: | Irsic, M. Radonjic, D. |
| Otsikko: | The role of purchasing marketing in creating and achieving the competitive advantage in the purchasing market of an organisation. |
| Lehti: | Journal für Betriebswirtschaft
1999 : VOL. 49:4, p. 173-180 |
| Asiasana: | PURCHASING MANAGEMENT MARKETING CONCEPT STRATEGY COMPETITIVE ADVANTAGE |
| Kieli: | eng |
| Tiivistelmä: | The paper examines certain relevant elements of the broader concepts of marketing in the purchasing market of an organization. Further, some traditional strategic approaches for achieving long-run competitive advantages in the purchasing market are emphasised and analysed as well. It is clear that the marketing concept should be developed as prevailing philosophy in the pruchasing market. Such concept is based upon the concepts of balanced marketing, relationship marketing as well as reverse marketing. To achieve competitive advantage in the purchasing market, the organisation should take into consideration both the external environment and its relevant internal capabilities, resources and competence. The relevant competitive strategy as well as the competence of the organisation should be linked to their sales competitive strategies. |
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