intTypePromotion=1

The Practices and Functions of Customer Reference Marketing − Leveraging Customer References as Marketing Assets

Chia sẻ: Zczc Zczc | Ngày: | Loại File: PDF | Số trang:20

0
55
lượt xem
5
download

The Practices and Functions of Customer Reference Marketing − Leveraging Customer References as Marketing Assets

Mô tả tài liệu
  Download Vui lòng tải xuống để xem tài liệu đầy đủ

This multiple-case study focuses on the practices and functions of customer reference marketing, and on the ways through which customer references can be deployed as marketing assets. The research is based on multiple-case-study methodology and the empirical findings were derived from an in-depth analysis of 38 semi-structured personal interviews with managers in four case companies operating in the fields of process and information technology. The findings show that industrial suppliers are able to leverage their customer references as marketing assets externally through various practices in order to (1) gain status-transfer effects from reputable customers, (2) signal passing a selection process and achieving an enhanced market position, (3)...

Chủ đề:
Lưu

Nội dung Text: The Practices and Functions of Customer Reference Marketing − Leveraging Customer References as Marketing Assets

ADSENSE
ADSENSE

CÓ THỂ BẠN MUỐN DOWNLOAD

 

Đồng bộ tài khoản
2=>2