tailieunhanh - International Marketing and Purchasing of Industrial Goods

In direct marketing, only a limited number of all potential customers will be selected for the direct promotion. As a result, the classification model is required to rank customers by how likely they belong to the class initiating the contact. Exactly how many will be selected in order to achieve the highest net profit depends on the performance of the model. For this reason, a classifier adopted for direct marketing should not only classify, but also classify with a confidence measurement for ranking observations. Most supervised learning algorithms are capable of such ranking or can be easily modified to. | International Marketing and Purchasing of Industrial Goods An Interaction Approach By IMP Project Group Editor Hảkan Hảkansson University of Uppsala JOHN WILEY SONS Chichester New York Brisbane Toronto Singapore Copyright 1982 by John Wiley Sons Ltd. All rights reserved. No part of this book may be reproduced by any means nor transmitted nor translated into a machine language without the written permission of the publisher. Library of Congress Cataloging in Publication Data Hảkansson Hâkan 1947 International marketing and purchasing of industrial goods. Bibliography p. Includes index. 1. Marketing - Europe. 2. Industrial procurement - Europe. I. Title. 0094 8 1-13070 ISBN 0 471 27987 0 AACR2 British Library Cataloguing in Publication Data International marketing and purchasing of industrial goods. 1. Marketing - Europe 2. Purchasing I. Hảkansson Hảkan 394 ISBN 0 471 27987 0 Typeset by Pintail Studios Ltd. Ringwood Hampshire Printed in the United States of America Contents Preface . ix 1. Introduction A CHALLENGE . 1 MARKETS FOR INDUSTRIAL GOODS . 1 BENEFITS OF STABILITY AND OBSTACLES TO CHANGE IN INDUSTRIAL MARKETS .3 IMPLICATIONS FOR PRACTITIONERS .4 Marketing Management .5 Purchasing Management .5 Industrial Policy .6 AIM OF THE STuDy .6 BASIC FEATURES OF THE PROJECT .7 OUTLINE OF THIS VOLUME .8 NOTES TO CHAPTER 1 .9 2. An Interaction Approach INTRODUCTION .10 RELATIONS TO PREVIOUS RESEARCH .10 Inter-organizational Theory and Marketing Literature . 10 The New Institutionalists .12 OUTLINE OF THE MODEL .14 THE INTERACTION MODEL .15 The Interaction Process . 16 The Interacting Parties .18 The Interaction Environment .20 The Atmosphere .21 SUMMARY .23 IMPLICATIONS FOR MANAGEMENT .25 Marketing Management .25 Purchasing Management .26 NOTES TO CHAPTER 2 .26 3. Methodology INTRODUCTION . 28

• Marketing - Bán hàng
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• large corporations
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• Central Government
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• policy makers
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• Business trip
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