1,721,190 research outputs found
Account portfolio analysis for strategy development
No full textThis 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
La marca: un valore attuale in continua evoluzione
No full textIl saggio analizza l'evoluzione della marca e del brand managemen
Dal portafoglio clienti al portafoglio relazioni-risorse
No full textIl capitolo propone un modello di portafoglio basato sulle relazioni quale evoluzione dei più tradizionali modelli di portafoglio client
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