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Business Marketing - is the task of selecting, developing and managing customer relationships for the advantage of both customer and supplier, with regard to their respective skills, resources, technologies, strategies and objectives.
A Definition of Business Marketing
The Interaction Model - More Organization Technology Structure Strategy Individual Aims Experience Skills Interaction Process Environment Market structure Dynamism Internationalisation Channel position Social system Atmosphere Power/dependence Co-operation Closeness Expectations Organization Technology Structure Strategy Individual Aims Experience Skills Long term relationships Institutionalisation, Adaptations Short term exchange episodes Products/services Information Financial Social Source: Adapted with permission from Håkansson (1982, p24)
Fig 5.2 – From IOR to channel to chain to network IOR Marketing Supply/Demand Industrial Network Channel Chain Upstream suppliers Direct suppliers Manu-facturers Distributors Customers Supply network Distribution network