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Details van artikel 21 van 56 gevonden artikelen
| Titel: |
Business-to-Business Approaches to Marketing to and Through Associations: A Descriptive Analysis and Research Issues |
| Auteur: |
Roy, Abhijit Berger, Paul D. |
| Verschenen in: |
Journal of business-to-business marketing |
| Paginering: | Jaargang 12 (2005) nr. 3 pagina's 27-57 |
| Jaar: |
2005-09-15 |
| Inhoud: |
We provide a descriptive analysis of the current state of marketing to and through associations, and suggest avenues for research, particularly in the business-to-business domain. At the outset, we describe how marketing to and through associations has achieved tremendous success, and has accomplished breakthrough results in terms of marketing effectiveness and efficiency in a wide range of industries, and discuss the benefits to all stakeholders in the process. Subsequently, a framework is proposed for identifying research opportunities at different levels of analysis in understanding this phenomenon. A case study involving AARP is used to illustrate the myriad of B2B transactions involving associations. A goal is to support additional research efforts in the area of business-to-business marketing to and through associations. |
| Uitgever: |
Routledge |
| Bronbestand: |
Elektronische Wetenschappelijke Tijdschriften |
Details van artikel 21 van 56 gevonden artikelen
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