Multivariate statistics in industrial marketing management: A practitioner tool kit

Agnès Nairn, Laurence Ede and Peter Naudé
Additional contact information
Agnès Nairn: EM - EMLyon Business School

Post-Print from HAL

Abstract: Much published work over the years has pointed to the differences between business-to-consumer (B2C) and business-to-business (B2B) marketing. An undesirable by-product of this sometimes misdirected distinction is that managers working within B2B environments have generally not considered the use of what are seen as B2C techniques, such as multivariate statistical analysis. This article is structured in three parts. First, the argument for the similarities between B2B and B2C marketing is developed; second, three different multivariate statistical techniques are presented and combined to form a practical tool kit for use by B2B managers on strategic, operational, and tactical levels; and third, the results of an application of the techniques in the life science research chemicals industry is reported, demonstrating that the tool kit substantially enhanced managerial understanding of customer decision processes.

Date: 2004-10-01
References: Add references at CitEc
Citations:

Published in Industrial marketing management, 2004, 33 (7), pp.573-582 P

There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-02313187

Access Statistics for this paper

More papers in Post-Print from HAL
Bibliographic data for series maintained by CCSD ().