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Ekonomsko-poslovna fakulteta, Maribor (EPF)
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  • The role of purchasing marketing in creating and achieving the competitive advantage in the purchasing market of an organisation
    Iršič, Matjaž ; Radonjič, Dušan
    In the following paper we examined certain relevant elements of the broader concepts of marketing in the purchasing market of an organization. Further, some traditional strategic approaches for ... achieving long-run competitive advantages in the purchasing market were emphasised and analysed as well. It is clear that the marketing concept should be developed as a prevailling philosophy in the purchasing market. Such concept is predominantly based upon the concepts of balanced marketing, relationship marketing as well as reverse marketing, (i.e. pro-active behaviour patterns). To achieve competitive advantage in the purchasing market, the organisation should take into consideration both the external environment (especially competitive environment) and its relevant internal capabilities, resources and competence.The relevant competitive strategies as well as the competence of the organisation in the purchasing market should be linked to their sales competitive strategies to reach long-run startegic harmonisation.
    Vir: Journal für Betriebswirtschaft. - ISSN 0344-9327 (No. 4, 1999, str. 173-180)
    Vrsta gradiva - članek, sestavni del
    Leto - 1999
    Jezik - angleški
    COBISS.SI-ID - 4829212

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