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. © 1994.
Matthyssens, P., Van den Bulte, C. (1994). Getting closer and nicer: partnerships in the supply chain. LONG RANGE PLANNING, 27(1), 72-83 [10.1016/0024-6301(94)90008-6].
Getting closer and nicer: partnerships in the supply chain
Matthyssens P.;
1994
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. © 1994.
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