Account portfolio analysis for strategy development

Risultato della ricerca: Contributo in rivistaArticolo in rivista

102 Citazioni (Scopus)

Abstract

This article proposes a method of composing and complementing industrial marketing strategy. A new approach to industrial marketing strategy is presented. It has the customer as the core of the analysis and considers some of the most important elements of industrial marketing, such as derived demand and buyer/seller relationships. This new approach, called account portfolio analysis, offers some indications to industrial managers and scholars for the analysis of marketing strategies tailored expressly for industrial companies. © 1982.
Lingua originaleEnglish
pagine (da-a)53-62
Numero di pagine10
RivistaIndustrial Marketing Management
Volume11
DOI
Stato di pubblicazionePubblicato - 1982

Keywords

  • Account Portfolio
  • Business to business
  • Portafoglio clienti

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