Open AccessStrategic Issues in Time Dimension of Marketing Tools in Business to Business Markets
Author(s) -
R. K. Gopal,
Tutika V.V.M. Raju
Publication year - 2004
Publication title -
ushus journal of business management
Language(s) - English
Resource type - Journals
ISSN - 0975-3311
DOI - 10.12725/ujbm.4.10
Subject(s) - dimension (graph theory) , marketing , return on marketing investment , matching (statistics) , marketing management , marketing mix , marketing research , business , marketing strategy , key (lock) , business marketing , digital marketing , marketing effectiveness , term (time) , process management , computer science , mathematics , statistics , physics , computer security , quantum mechanics , pure mathematics
Key to success in serving industrial customers is to consider together the individual account, the full marketing mix, and the time. The individual account is fundamental to marketing. Marketing tools have time dimension. In general in effective marketing, the critical tools are those with time dimensions matching the time horizons of customers commitments. Long-term tools serve customers with long time horizons, whereas short term tools can support long-term tools in long-term relations.
This paper attempts to understand the various marketing tools used by an industrial marketer and their time dimension. This will help the industrial marketer to deploy the marketing tools in an effective way.