Marketing Management, 16th Edition

Managing Business-to-Business Relationships

Business suppliers and customers are exploring different ways to manage their relationships.43 Loyalty is driven in part by supply chain management, supplier involvement, and purchasing alliances.44 Business-to-business marketers are using more focused approaches to attract and retain customers, homing in on their targets, and developing one-to-one marketing approaches.45

Understanding the Buyer–Supplier Relationship

Much research has advocated greater vertical coordination between buying partners and sellers so that they can transcend merely transacting and instead create more value for both parties.46

A number of forces influence the development of a relationship between business partners. Four ...