We found a match
Your institution may have access to this item. Find your institution then sign in to continue.
- Title
L'ÉMERGENCE D'UN MARKETING DU SOUS-TRAITANT: ITINÉRAIRES DE DÉCIDEURS.
- Authors
Blanc, François; Chassagne, Philippe
- Abstract
For a long time, research in business-to-business marketing has overlooked subcontracting. It was thought that subcontractors could not build an effective marketing strategy and support it. However, this study shows that tactical and subcontractors can practice strategic marketing. In addition, a competitive advantage could be based not only on technical differentiation but also on marketing practices. This is a proactive, autonomous, visible and deliberate form of marketing. This paper focuses on applied research with the aim of offering subcontractors a marketing toolbox.
- Subjects
MARKETING strategy; RELATIONSHIP marketing; COMPETITIVE advantage in business; EMERGING markets; MARKETING research; BUSINESS-to-business electronic markets; MARKETING effectiveness
- Publication
Revue Française du Marketing, 2011, Issue 234/235, p103
- ISSN
0035-3051
- Publication type
Article