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Naslov:The implementation of marketing strategies of industrial buyers toward their strategic suppliers in conditions of relational exchanges - case of Slovenia
Avtorji:Iršič, Matjaž (Avtor)
Datoteke:URL http://www.zenithresearch.org.in/images/stories/pdf/2013/MARCH/ZIJBEMR/5_ZIJBEMR_VOL3_ISSUE3_MARCH2013.pdf
 
Jezik:Angleški jezik
Vrsta gradiva:Delo ni kategorizirano (r6)
Tipologija:1.01 - Izvirni znanstveni članek
Organizacija:EPF - Ekonomsko-poslovna fakulteta
Opis:In the following paper we have examined the relationship between some elements of relational exchanges of industrial buyers and marketing strategies towards their strategic suppliers in larger Slovenian companies. Therefore, the empirical model of four groups of qualitative relational exchange' factors have been determined. We proposed that a buyer's perception of qualitative elements of relational exchanges influences employment of particular marketing strategies towards its strategic supplier. Results of empirical study show some correlation between the groups of variables investigated. The surveyed companies are oriented much more toward achieving short - term efficiency instead o f long - term effectiveness. This research makes a contribution to the strategy literature and to the practitioners, and has important implications for purchasing managers by offering guidelines for mixing the various aspects of partnering according to their objectives and strategies in order to improve the level of their relational approach to their strategic suppliers.
Ključne besede:marketing, trženje, nakup, nabava, strategija trženja, strategija, Slovenija
Leto izida:2013
Št. strani:str. 54-73
Številčenje:Vol. 3, no. 3
UDK:339.138:338.46(497.4)
COBISS_ID:11338524 Novo okno
ISSN pri članku:2249-8826
NUK URN:URN:SI:UM:DK:OOAX9DQU
Število ogledov:882
Število prenosov:36
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Področja:Ostalo
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Gradivo je del revije

Naslov:Zenith international journal of business economics and management research
Skrajšan naslov:Zenith int. j. bus. economics manag. res.
Založnik:Zenith International Research and Academic Foundation
ISSN:2249-8826
COBISS.SI-ID:11338268 Novo okno

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