Key success factors in marketing mature products

Article Abstract:

This article reports the key success factors for marketing mature industrial products. Four main conclusions can be drawn from the study; (1) There are critical success variables in the mature industrial context; (2) The critical success variables change from product to product; (3) Homogeneity is greater in unit technology than in products using process technology; and (4) The importance of the several competition modes (quality, cost, delivery) changes within the mature industrial context. (Reprinted by permission of the publisher.)

Competition (Economics)

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Vital cross-functional linkages with marketing

Article Abstract:

Despite their importance, the linkages between marketing and other functional areas of a business remain relatively unexplored. This article develops a nine-step integrated framework that explicitly takes into account the impact of managing cross-functional linkages within the firm on marketing and other function's plans. Issues and benefits of adopting an integrative cross-functional framework are discussed. (Reprinted by permission of the publisher.)

Analysis, Industrial management, Integrated marketing communications

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Purchase-related factors and buying center structure: an empirical assessment

Article Abstract:

Issues concerning industrial buying are analyzed, focusing on the factors that determine decisions made by the industrial buying center and how marketing managers should respond to them. Factors include purchase significance, time constraints, and whether the purchase is traditional or innovative. Environmental, organizational, and social factors determining the structure of the buying center are also discussed.

Singapore, Statistical Data Included, Case studies, Marketing research, Market research, Purchasing departments

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