haku: @indexterm Industrial marketing / yhteensä: 439
viite: 152 / 439
| Tekijä: | Ramaswamy, V. |
| Otsikko: | Competitive marketing behavior in industrial markets |
| Lehti: | Journal of Marketing
1994 : APR, VOL. 58:2, p. 45-55 |
| Asiasana: | MARKETING MARKETS INDUSTRIAL MARKETING |
| Kieli: | eng |
| Tiivistelmä: | The authors outline a conceptual framework for analyzing differences in competitive marketing behavior of businesses in established industrial markets. They explicitly distinguish between retaliatory and cooperative marketing behavior. The structural characteristics of the served markets and the competitive positions of businesses are postulated to affect the nature and likelihood of retaliatory and cooperative behavior with respect to price and sales force expenditures. |
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