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.
Fiocca, R., Account portfolio analysis for strategy development, <<INDUSTRIAL MARKETING MANAGEMENT>>, 1982; 11 (1): 53-62. [doi:10.1016/0019-8501(82)90034-7] [http://hdl.handle.net/10807/170147]
Account portfolio analysis for strategy development
Fiocca, R.
Primo
1982
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.
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