دانلود B2B e-marketplace: an e-marketing framework for B2B commerce

B2B e-marketplace: an e-marketing framework for B2B commerce

فرمت فایل دانلودی: .pdf
فرمت فایل اصلی: pdf
تعداد صفحات: 20
حجم فایل: 110 کیلوبایت
قیمت: 20000 تومان

Abstract:      

Purpose – The purpose of this paper is to provide a clear understanding of the performance of business-to-business (B2B) e-marketplace in conducting  e-marketing in the global business environment. The proposed framework is intended to be used as a guide for B2B firms especially small and medium sized enterprises (SMEs) who wish to adopt a proactive approach in the use of information and communication technology for business efficiency and   competitive advantage, and those who wish to explore the internet technologies for marketing activities.

Keywords:      Small to medium-sized enterprises, Business-to-business marketing, Marketing, Internet, Communication technologies, Competitive advantage

Author(s):      Woon Kian Chong, Mathew Shafaghi, Christopher    Woollaston and Vincent Lui

Source:            Marketing Intelligence & Planning. Vol. 28 No. 3, 2010

Subject:             مدیریت بازاریابی

Category:          مقاله مجله

Release Date: 2010

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دانلود Understanding the links between technological opportunism, marketing

Understanding the links between technological opportunism, marketing

فرمت فایل دانلودی: .pdf
فرمت فایل اصلی: pdf
تعداد صفحات: 11
حجم فایل: 317 کیلوبایت
قیمت: 20000 تومان

Abstract:      

The capability of firms to sense and respond to changes in technologies, called technological opportunism, is of growing importance to managers as a source of competitive advantage. However, exactly how technological opportunismimpacts firmperformance is still not clearly understood. Furthermore, the role of marketing in this relationship, if any, has yet to be examined. Understanding this relationship is critical formarketingmanagers not only for determining strategic investments of resources but also for demonstratingmarketing return on activities.

This paper explores the links between technological opportunism and firm performance. The results show that technological opportunism has a strong positive impact on key measures of performance such as firm sales, profits and market value. Importantly, marketing emphasis is the mechanism through which the technological opportunism–performance relationship is achieved. Finally, the impact of marketing emphasis on B2B firms is different than that for B2C firms, highlighting the importance of these activities for B2B marketing managers.

 

 Keywords:      Technological opportunism, Marketing, Capabilities, Performance

Author(s):      Matthew Sarkees

Source:           Industrial Marketing Management 40 (2011) 785–795

Subject:                مدیریت بازاریابی

Category:           مقاله مجله

Release Date: 2011

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دانلود Modeling the demand and supply in a new B2B-upstream market

Modeling the demand and supply in a new B2B-upstream market

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فرمت فایل اصلی: pdf
تعداد صفحات: 18
حجم فایل: 363 کیلوبایت
قیمت: 20000 تومان

Abstract:      

Business-to-Business (B2B) services companies invest heavily in acquiring very expensive assets that they hire out to serve their clients (e.g. UPS buys huge warehouses and hires them out to companies), and hence they engage in careful longterm planning and forecasting, especially when it concerns a new market. It is interesting to note that the client-firms, on the other hand, decide to hire those assets based mostly on the prevailing short-term market forces. Hence, it is important for the

companies which provide the assets for hire to also build the prevailing short-term market trends into their long-term forecasting and planning. In this paper, we develop a model for tracking these two simultaneously evolving and interacting patterns, namely the asset-availability (i.e. supply) and utilization (i.e. demand) patterns, in order to better understand the underlying processes, and thereby provide a basis for better forecasting. We test our models using three sets of data collected from the oil drilling industry, and find the proposed model to provide a good fit and forecasting efficiency.

Keywords:      Marketing; B2B service; Knowledge updating; Demand and supply; Oil drilling

Author(s):      Trichy V. Krishnana, Shanfei Fengb, , Tony Beebec

Source:           International Journal of Forecasting 27 (2011) 1160–1177

Subject          مدیریت بازاریابی          :

Category     مقاله مجله       :

Release Date: 2011

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دانلود Return on marketing investments in B2B customer relationships

Return on marketing investments in B2B customer relationships

فرمت فایل دانلودی: .pdf
فرمت فایل اصلی: pdf
تعداد صفحات: 13
حجم فایل: 337 کیلوبایت
قیمت: 20000 تومان

Abstract:      

The basic notion of relationship marketing entails that firms should strive for mutually beneficial customer relationships. By combining relationship marketing theory and operations research methods, this paper aims to develop and demonstrate a managerial decision-making model that business market managers can use to optimize and evaluate marketing investments in both a customer-oriented and economically feasible manner.

The intended contributions of our work are as follows. First, we add to the return on marketing literature by providing a first decision-making approach that explicitly assesses the optimization of marketing investments in terms of profitability, effort, and resource allocation. Second,we showhowthe risk ofmarketing investments can be assessed using sensitivity analysis. By means of an empirical study the versatility of our decision-making approach is demonstrated by assessing various critical decision making issues for business marketing managers in detail.

 

Keywords: Return on marketing, Relationship marketing, Optimization, Marketing decision making

Author(s): Sandra Streukens , Stan van Hoesel , Ko de Ruyter

Source:      Industrial Marketing Management 40 (2011) 149–161

Subject       مدیریت بازاریابی     :

Category       مقاله مجله   :

Release Date: 2011

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