Globalization presents new opportunities for business-to-business marketers
Article Abstract:
American companies face both opportunities and challenges in expanding their business-to-business marketing programs overseas. They are beginning to feel the pressure of delivering their products promptly to international customers due to growing competition. While American firms have the advantage in terms of marketing base, their counterparts from other countries are starting to learn the powers of business-to-business marketing with the help of the Internet. Moreover, cultural intricacies mean that business-to-business marketers should adapt to local customs.
Publication Name: Business Marketing
Subject: Business
ISSN: 1087-948X
Year: 1998
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Common language key to cross-unit cooperation
Article Abstract:
Trade marketing among manufacturers, distributors and retailers can be made orderly through the use of an accountability standard or common language for everyone to use. Trade Dimensions, a supplier of retail databases, had its own internal retail coding scheme. It introduced an integrated marketing campaign and had the major companies in each market segment endorse the scheme.
Publication Name: Business Marketing
Subject: Business
ISSN: 1087-948X
Year: 1998
User Contributions:
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