Conceptual guidelines for improving the offering to organizational customers

Borislava Cherkezova ()
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Borislava Cherkezova: Varna University of Economics

Business & Management Compass, 2011, issue 2, 78-92

Abstract: Against the background of the exceptionally dynamic and complex relations between suppliers and organizational customers, a greater importance is increasingly attributed to offering as a systematic process, through which there are attracted, retained and developed customers by way of adjustments in the content of the use value offered to them. The aim of the present article is to synthesize an d present specific guidelines for improving the process of offering. In the work there is substantiated the need to base our approach on a wider theoretical base in the offering to business customers through the so - called integrated approach, i.?. through the parallel use and application of knowledge, tools, techniques and models from the contemporary conceptual areas in marketing.

JEL-codes: M31 (search for similar items in EconPapers)
Date: 2011
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