Journal of Supply Chain Management

Reverse Marketing: A Synergy of Purchasing and Relationship Marketing Members Only Content

Firms increasingly realize that dramatically changing market conditions require significant changes in their purchasing function. In more and more firms, purchasing is becoming proactive and strategically important. This phenomenon has been called "reverse marketing." As the term implies, there are clear similarities with the marketing concept. This article explores the concept by describing how companies can implement reverse marketing by making use of well-known marketing concepts and tools. A detailed description of a fictitious case illustrates how basic marketing principles can be used to achieve proactive purchasing.

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Institute for Supply Management - Publications - Journal of Supply Chain Management - Reverse Marketing: A Synergy of Purchasing and Relationship Marketing




Journal of Supply Chain Management

Reverse Marketing: A Synergy of Purchasing and Relationship Marketing Members Only Content

Firms increasingly realize that dramatically changing market conditions require significant changes in their purchasing function. In more and more firms, purchasing is becoming proactive and strategically important. This phenomenon has been called "reverse marketing." As the term implies, there are clear similarities with the marketing concept. This article explores the concept by describing how companies can implement reverse marketing by making use of well-known marketing concepts and tools. A detailed description of a fictitious case illustrates how basic marketing principles can be used to achieve proactive purchasing.

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Institute for Supply Management - Publications - Journal of Supply Chain Management - Reverse Marketing: A Synergy of Purchasing and Relationship Marketing




Journal of Supply Chain Management

Reverse Marketing: A Synergy of Purchasing and Relationship Marketing Members Only Content

Firms increasingly realize that dramatically changing market conditions require significant changes in their purchasing function. In more and more firms, purchasing is becoming proactive and strategically important. This phenomenon has been called "reverse marketing." As the term implies, there are clear similarities with the marketing concept. This article explores the concept by describing how companies can implement reverse marketing by making use of well-known marketing concepts and tools. A detailed description of a fictitious case illustrates how basic marketing principles can be used to achieve proactive purchasing.

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Institute for Supply Management - Publications - Journal of Supply Chain Management - Reverse Marketing: A Synergy of Purchasing and Relationship Marketing




Journal of Supply Chain Management

Reverse Marketing: A Synergy of Purchasing and Relationship Marketing Members Only Content

Firms increasingly realize that dramatically changing market conditions require significant changes in their purchasing function. In more and more firms, purchasing is becoming proactive and strategically important. This phenomenon has been called "reverse marketing." As the term implies, there are clear similarities with the marketing concept. This article explores the concept by describing how companies can implement reverse marketing by making use of well-known marketing concepts and tools. A detailed description of a fictitious case illustrates how basic marketing principles can be used to achieve proactive purchasing.

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Institute for Supply Management - Publications - Journal of Supply Chain Management - Reverse Marketing: A Synergy of Purchasing and Relationship Marketing




Journal of Supply Chain Management

Reverse Marketing: A Synergy of Purchasing and Relationship Marketing Members Only Content

Firms increasingly realize that dramatically changing market conditions require significant changes in their purchasing function. In more and more firms, purchasing is becoming proactive and strategically important. This phenomenon has been called "reverse marketing." As the term implies, there are clear similarities with the marketing concept. This article explores the concept by describing how companies can implement reverse marketing by making use of well-known marketing concepts and tools. A detailed description of a fictitious case illustrates how basic marketing principles can be used to achieve proactive purchasing.

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Institute for Supply Management - Publications - Journal of Supply Chain Management - Reverse Marketing: A Synergy of Purchasing and Relationship Marketing




Journal of Supply Chain Management

Reverse Marketing: A Synergy of Purchasing and Relationship Marketing Members Only Content

Firms increasingly realize that dramatically changing market conditions require significant changes in their purchasing function. In more and more firms, purchasing is becoming proactive and strategically important. This phenomenon has been called "reverse marketing." As the term implies, there are clear similarities with the marketing concept. This article explores the concept by describing how companies can implement reverse marketing by making use of well-known marketing concepts and tools. A detailed description of a fictitious case illustrates how basic marketing principles can be used to achieve proactive purchasing.

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Institute for Supply Management - Publications - Journal of Supply Chain Management - Reverse Marketing: A Synergy of Purchasing and Relationship Marketing




Journal of Supply Chain Management

Reverse Marketing: A Synergy of Purchasing and Relationship Marketing Members Only Content

Firms increasingly realize that dramatically changing market conditions require significant changes in their purchasing function. In more and more firms, purchasing is becoming proactive and strategically important. This phenomenon has been called "reverse marketing." As the term implies, there are clear similarities with the marketing concept. This article explores the concept by describing how companies can implement reverse marketing by making use of well-known marketing concepts and tools. A detailed description of a fictitious case illustrates how basic marketing principles can be used to achieve proactive purchasing.

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Institute for Supply Management - Publications - Journal of Supply Chain Management - Reverse Marketing: A Synergy of Purchasing and Relationship Marketing




Journal of Supply Chain Management

Reverse Marketing: A Synergy of Purchasing and Relationship Marketing Members Only Content

Firms increasingly realize that dramatically changing market conditions require significant changes in their purchasing function. In more and more firms, purchasing is becoming proactive and strategically important. This phenomenon has been called "reverse marketing." As the term implies, there are clear similarities with the marketing concept. This article explores the concept by describing how companies can implement reverse marketing by making use of well-known marketing concepts and tools. A detailed description of a fictitious case illustrates how basic marketing principles can be used to achieve proactive purchasing.

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Institute for Supply Management - Publications - Journal of Supply Chain Management - Reverse Marketing: A Synergy of Purchasing and Relationship Marketing




Journal of Supply Chain Management

Reverse Marketing: A Synergy of Purchasing and Relationship Marketing Members Only Content

Firms increasingly realize that dramatically changing market conditions require significant changes in their purchasing function. In more and more firms, purchasing is becoming proactive and strategically important. This phenomenon has been called "reverse marketing." As the term implies, there are clear similarities with the marketing concept. This article explores the concept by describing how companies can implement reverse marketing by making use of well-known marketing concepts and tools. A detailed description of a fictitious case illustrates how basic marketing principles can be used to achieve proactive purchasing.

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Institute for Supply Management - Publications - Journal of Supply Chain Management - Reverse Marketing: A Synergy of Purchasing and Relationship Marketing




Journal of Supply Chain Management

Reverse Marketing: A Synergy of Purchasing and Relationship Marketing Members Only Content

Firms increasingly realize that dramatically changing market conditions require significant changes in their purchasing function. In more and more firms, purchasing is becoming proactive and strategically important. This phenomenon has been called "reverse marketing." As the term implies, there are clear similarities with the marketing concept. This article explores the concept by describing how companies can implement reverse marketing by making use of well-known marketing concepts and tools. A detailed description of a fictitious case illustrates how basic marketing principles can be used to achieve proactive purchasing.

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Institute for Supply Management - Publications - Journal of Supply Chain Management - Reverse Marketing: A Synergy of Purchasing and Relationship Marketing




Journal of Supply Chain Management

Reverse Marketing: A Synergy of Purchasing and Relationship Marketing Members Only Content

Firms increasingly realize that dramatically changing market conditions require significant changes in their purchasing function. In more and more firms, purchasing is becoming proactive and strategically important. This phenomenon has been called "reverse marketing." As the term implies, there are clear similarities with the marketing concept. This article explores the concept by describing how companies can implement reverse marketing by making use of well-known marketing concepts and tools. A detailed description of a fictitious case illustrates how basic marketing principles can be used to achieve proactive purchasing.

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Institute for Supply Management - Publications - Journal of Supply Chain Management - Reverse Marketing: A Synergy of Purchasing and Relationship Marketing




Journal of Supply Chain Management

Reverse Marketing: A Synergy of Purchasing and Relationship Marketing Members Only Content

Firms increasingly realize that dramatically changing market conditions require significant changes in their purchasing function. In more and more firms, purchasing is becoming proactive and strategically important. This phenomenon has been called "reverse marketing." As the term implies, there are clear similarities with the marketing concept. This article explores the concept by describing how companies can implement reverse marketing by making use of well-known marketing concepts and tools. A detailed description of a fictitious case illustrates how basic marketing principles can be used to achieve proactive purchasing.

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Institute for Supply Management - Publications - Journal of Supply Chain Management - Reverse Marketing: A Synergy of Purchasing and Relationship Marketing




Journal of Supply Chain Management

Reverse Marketing: A Synergy of Purchasing and Relationship Marketing Members Only Content

Firms increasingly realize that dramatically changing market conditions require significant changes in their purchasing function. In more and more firms, purchasing is becoming proactive and strategically important. This phenomenon has been called "reverse marketing." As the term implies, there are clear similarities with the marketing concept. This article explores the concept by describing how companies can implement reverse marketing by making use of well-known marketing concepts and tools. A detailed description of a fictitious case illustrates how basic marketing principles can be used to achieve proactive purchasing.

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Institute for Supply Management - Publications - Journal of Supply Chain Management - Reverse Marketing: A Synergy of Purchasing and Relationship Marketing




Journal of Supply Chain Management

Reverse Marketing: A Synergy of Purchasing and Relationship Marketing Members Only Content

Firms increasingly realize that dramatically changing market conditions require significant changes in their purchasing function. In more and more firms, purchasing is becoming proactive and strategically important. This phenomenon has been called "reverse marketing." As the term implies, there are clear similarities with the marketing concept. This article explores the concept by describing how companies can implement reverse marketing by making use of well-known marketing concepts and tools. A detailed description of a fictitious case illustrates how basic marketing principles can be used to achieve proactive purchasing.

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Institute for Supply Management - Publications - Journal of Supply Chain Management - Reverse Marketing: A Synergy of Purchasing and Relationship Marketing




Journal of Supply Chain Management

Reverse Marketing: A Synergy of Purchasing and Relationship Marketing Members Only Content

Firms increasingly realize that dramatically changing market conditions require significant changes in their purchasing function. In more and more firms, purchasing is becoming proactive and strategically important. This phenomenon has been called "reverse marketing." As the term implies, there are clear similarities with the marketing concept. This article explores the concept by describing how companies can implement reverse marketing by making use of well-known marketing concepts and tools. A detailed description of a fictitious case illustrates how basic marketing principles can be used to achieve proactive purchasing.

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Institute for Supply Management - Publications - Journal of Supply Chain Management - Reverse Marketing: A Synergy of Purchasing and Relationship Marketing




Journal of Supply Chain Management

Reverse Marketing: A Synergy of Purchasing and Relationship Marketing Members Only Content

Firms increasingly realize that dramatically changing market conditions require significant changes in their purchasing function. In more and more firms, purchasing is becoming proactive and strategically important. This phenomenon has been called "reverse marketing." As the term implies, there are clear similarities with the marketing concept. This article explores the concept by describing how companies can implement reverse marketing by making use of well-known marketing concepts and tools. A detailed description of a fictitious case illustrates how basic marketing principles can be used to achieve proactive purchasing.

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Institute for Supply Management - Publications - Journal of Supply Chain Management - Reverse Marketing: A Synergy of Purchasing and Relationship Marketing




Journal of Supply Chain Management

Reverse Marketing: A Synergy of Purchasing and Relationship Marketing Members Only Content

Firms increasingly realize that dramatically changing market conditions require significant changes in their purchasing function. In more and more firms, purchasing is becoming proactive and strategically important. This phenomenon has been called "reverse marketing." As the term implies, there are clear similarities with the marketing concept. This article explores the concept by describing how companies can implement reverse marketing by making use of well-known marketing concepts and tools. A detailed description of a fictitious case illustrates how basic marketing principles can be used to achieve proactive purchasing.

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Institute for Supply Management - Publications - Journal of Supply Chain Management - Reverse Marketing: A Synergy of Purchasing and Relationship Marketing




Journal of Supply Chain Management

Reverse Marketing: A Synergy of Purchasing and Relationship Marketing Members Only Content

Firms increasingly realize that dramatically changing market conditions require significant changes in their purchasing function. In more and more firms, purchasing is becoming proactive and strategically important. This phenomenon has been called "reverse marketing." As the term implies, there are clear similarities with the marketing concept. This article explores the concept by describing how companies can implement reverse marketing by making use of well-known marketing concepts and tools. A detailed description of a fictitious case illustrates how basic marketing principles can be used to achieve proactive purchasing.

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Institute for Supply Management - Publications - Journal of Supply Chain Management - Reverse Marketing: A Synergy of Purchasing and Relationship Marketing




Journal of Supply Chain Management

Reverse Marketing: A Synergy of Purchasing and Relationship Marketing Members Only Content

Firms increasingly realize that dramatically changing market conditions require significant changes in their purchasing function. In more and more firms, purchasing is becoming proactive and strategically important. This phenomenon has been called "reverse marketing." As the term implies, there are clear similarities with the marketing concept. This article explores the concept by describing how companies can implement reverse marketing by making use of well-known marketing concepts and tools. A detailed description of a fictitious case illustrates how basic marketing principles can be used to achieve proactive purchasing.

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Institute for Supply Management - Publications - Journal of Supply Chain Management - Reverse Marketing: A Synergy of Purchasing and Relationship Marketing




Journal of Supply Chain Management

Reverse Marketing: A Synergy of Purchasing and Relationship Marketing Members Only Content

Firms increasingly realize that dramatically changing market conditions require significant changes in their purchasing function. In more and more firms, purchasing is becoming proactive and strategically important. This phenomenon has been called "reverse marketing." As the term implies, there are clear similarities with the marketing concept. This article explores the concept by describing how companies can implement reverse marketing by making use of well-known marketing concepts and tools. A detailed description of a fictitious case illustrates how basic marketing principles can be used to achieve proactive purchasing.

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Institute for Supply Management - Publications - Journal of Supply Chain Management - Reverse Marketing: A Synergy of Purchasing and Relationship Marketing




Journal of Supply Chain Management

Reverse Marketing: A Synergy of Purchasing and Relationship Marketing Members Only Content

Firms increasingly realize that dramatically changing market conditions require significant changes in their purchasing function. In more and more firms, purchasing is becoming proactive and strategically important. This phenomenon has been called "reverse marketing." As the term implies, there are clear similarities with the marketing concept. This article explores the concept by describing how companies can implement reverse marketing by making use of well-known marketing concepts and tools. A detailed description of a fictitious case illustrates how basic marketing principles can be used to achieve proactive purchasing.

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Institute for Supply Management - Publications - Journal of Supply Chain Management - Reverse Marketing: A Synergy of Purchasing and Relationship Marketing




Journal of Supply Chain Management

Reverse Marketing: A Synergy of Purchasing and Relationship Marketing Members Only Content

Firms increasingly realize that dramatically changing market conditions require significant changes in their purchasing function. In more and more firms, purchasing is becoming proactive and strategically important. This phenomenon has been called "reverse marketing." As the term implies, there are clear similarities with the marketing concept. This article explores the concept by describing how companies can implement reverse marketing by making use of well-known marketing concepts and tools. A detailed description of a fictitious case illustrates how basic marketing principles can be used to achieve proactive purchasing.

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Institute for Supply Management - Publications - Journal of Supply Chain Management - Reverse Marketing: A Synergy of Purchasing and Relationship Marketing




Journal of Supply Chain Management

Reverse Marketing: A Synergy of Purchasing and Relationship Marketing Members Only Content

Firms increasingly realize that dramatically changing market conditions require significant changes in their purchasing function. In more and more firms, purchasing is becoming proactive and strategically important. This phenomenon has been called "reverse marketing." As the term implies, there are clear similarities with the marketing concept. This article explores the concept by describing how companies can implement reverse marketing by making use of well-known marketing concepts and tools. A detailed description of a fictitious case illustrates how basic marketing principles can be used to achieve proactive purchasing.

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Institute for Supply Management - Publications - Journal of Supply Chain Management - Reverse Marketing: A Synergy of Purchasing and Relationship Marketing




Journal of Supply Chain Management

Reverse Marketing: A Synergy of Purchasing and Relationship Marketing Members Only Content

Firms increasingly realize that dramatically changing market conditions require significant changes in their purchasing function. In more and more firms, purchasing is becoming proactive and strategically important. This phenomenon has been called "reverse marketing." As the term implies, there are clear similarities with the marketing concept. This article explores the concept by describing how companies can implement reverse marketing by making use of well-known marketing concepts and tools. A detailed description of a fictitious case illustrates how basic marketing principles can be used to achieve proactive purchasing.

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Institute for Supply Management - Publications - Journal of Supply Chain Management - Reverse Marketing: A Synergy of Purchasing and Relationship Marketing




Journal of Supply Chain Management

Reverse Marketing: A Synergy of Purchasing and Relationship Marketing Members Only Content

Firms increasingly realize that dramatically changing market conditions require significant changes in their purchasing function. In more and more firms, purchasing is becoming proactive and strategically important. This phenomenon has been called "reverse marketing." As the term implies, there are clear similarities with the marketing concept. This article explores the concept by describing how companies can implement reverse marketing by making use of well-known marketing concepts and tools. A detailed description of a fictitious case illustrates how basic marketing principles can be used to achieve proactive purchasing.

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Institute for Supply Management - Publications - Journal of Supply Chain Management - Reverse Marketing: A Synergy of Purchasing and Relationship Marketing




Journal of Supply Chain Management

Reverse Marketing: A Synergy of Purchasing and Relationship Marketing Members Only Content

Firms increasingly realize that dramatically changing market conditions require significant changes in their purchasing function. In more and more firms, purchasing is becoming proactive and strategically important. This phenomenon has been called "reverse marketing." As the term implies, there are clear similarities with the marketing concept. This article explores the concept by describing how companies can implement reverse marketing by making use of well-known marketing concepts and tools. A detailed description of a fictitious case illustrates how basic marketing principles can be used to achieve proactive purchasing.

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Institute for Supply Management - Publications - Journal of Supply Chain Management - Reverse Marketing: A Synergy of Purchasing and Relationship Marketing




Journal of Supply Chain Management

Reverse Marketing: A Synergy of Purchasing and Relationship Marketing Members Only Content

Firms increasingly realize that dramatically changing market conditions require significant changes in their purchasing function. In more and more firms, purchasing is becoming proactive and strategically important. This phenomenon has been called "reverse marketing." As the term implies, there are clear similarities with the marketing concept. This article explores the concept by describing how companies can implement reverse marketing by making use of well-known marketing concepts and tools. A detailed description of a fictitious case illustrates how basic marketing principles can be used to achieve proactive purchasing.

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Institute for Supply Management - Publications - Journal of Supply Chain Management - Reverse Marketing: A Synergy of Purchasing and Relationship Marketing




Journal of Supply Chain Management

Reverse Marketing: A Synergy of Purchasing and Relationship Marketing Members Only Content

Firms increasingly realize that dramatically changing market conditions require significant changes in their purchasing function. In more and more firms, purchasing is becoming proactive and strategically important. This phenomenon has been called "reverse marketing." As the term implies, there are clear similarities with the marketing concept. This article explores the concept by describing how companies can implement reverse marketing by making use of well-known marketing concepts and tools. A detailed description of a fictitious case illustrates how basic marketing principles can be used to achieve proactive purchasing.

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Institute for Supply Management - Publications - International Journal of Purchasing and Materials Management - Reverse Marketing: A Synergy of Purchasing and Relationship Marketing




International Journal of Purchasing and Materials Management

Reverse Marketing: A Synergy of Purchasing and Relationship Marketing Members Only Content

Firms increasingly realize that dramatically changing market conditions require significant changes in their purchasing function. In more and more firms, purchasing is becoming proactive and strategically important. This phenomenon has been called "reverse marketing." As the term implies, there are clear similarities with the marketing concept. This article explores the concept by describing how companies can implement reverse marketing by making use of well-known marketing concepts and tools. A detailed description of a fictitious case illustrates how basic marketing principles can be used to achieve proactive purchasing.

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Institute for Supply Management - Publications - International Journal of Purchasing and Materials Management - Reverse Marketing: A Synergy of Purchasing and Relationship Marketing




International Journal of Purchasing and Materials Management

Reverse Marketing: A Synergy of Purchasing and Relationship Marketing Members Only Content

Firms increasingly realize that dramatically changing market conditions require significant changes in their purchasing function. In more and more firms, purchasing is becoming proactive and strategically important. This phenomenon has been called "reverse marketing." As the term implies, there are clear similarities with the marketing concept. This article explores the concept by describing how companies can implement reverse marketing by making use of well-known marketing concepts and tools. A detailed description of a fictitious case illustrates how basic marketing principles can be used to achieve proactive purchasing.

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Institute for Supply Management - Publications - International Journal of Purchasing and Materials Management - Reverse Marketing: A Synergy of Purchasing and Relationship Marketing




International Journal of Purchasing and Materials Management

Reverse Marketing: A Synergy of Purchasing and Relationship Marketing Members Only Content

Firms increasingly realize that dramatically changing market conditions require significant changes in their purchasing function. In more and more firms, purchasing is becoming proactive and strategically important. This phenomenon has been called "reverse marketing." As the term implies, there are clear similarities with the marketing concept. This article explores the concept by describing how companies can implement reverse marketing by making use of well-known marketing concepts and tools. A detailed description of a fictitious case illustrates how basic marketing principles can be used to achieve proactive purchasing.

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Institute for Supply Management - Publications - International Journal of Purchasing and Materials Management - Reverse Marketing: A Synergy of Purchasing and Relationship Marketing




International Journal of Purchasing and Materials Management

Reverse Marketing: A Synergy of Purchasing and Relationship Marketing Members Only Content

Firms increasingly realize that dramatically changing market conditions require significant changes in their purchasing function. In more and more firms, purchasing is becoming proactive and strategically important. This phenomenon has been called "reverse marketing." As the term implies, there are clear similarities with the marketing concept. This article explores the concept by describing how companies can implement reverse marketing by making use of well-known marketing concepts and tools. A detailed description of a fictitious case illustrates how basic marketing principles can be used to achieve proactive purchasing.

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Institute for Supply Management - Publications - Journal of Purchasing - Reverse Marketing: A Synergy of Purchasing and Relationship Marketing




Journal of Purchasing

Reverse Marketing: A Synergy of Purchasing and Relationship Marketing Members Only Content

Firms increasingly realize that dramatically changing market conditions require significant changes in their purchasing function. In more and more firms, purchasing is becoming proactive and strategically important. This phenomenon has been called "reverse marketing." As the term implies, there are clear similarities with the marketing concept. This article explores the concept by describing how companies can implement reverse marketing by making use of well-known marketing concepts and tools. A detailed description of a fictitious case illustrates how basic marketing principles can be used to achieve proactive purchasing.

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Institute for Supply Management - Publications - Journal of Purchasing - Reverse Marketing: A Synergy of Purchasing and Relationship Marketing




Journal of Purchasing

Reverse Marketing: A Synergy of Purchasing and Relationship Marketing Members Only Content

Firms increasingly realize that dramatically changing market conditions require significant changes in their purchasing function. In more and more firms, purchasing is becoming proactive and strategically important. This phenomenon has been called "reverse marketing." As the term implies, there are clear similarities with the marketing concept. This article explores the concept by describing how companies can implement reverse marketing by making use of well-known marketing concepts and tools. A detailed description of a fictitious case illustrates how basic marketing principles can be used to achieve proactive purchasing.

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Institute for Supply Management - Publications - Journal of Purchasing - Reverse Marketing: A Synergy of Purchasing and Relationship Marketing




Journal of Purchasing

Reverse Marketing: A Synergy of Purchasing and Relationship Marketing Members Only Content

Firms increasingly realize that dramatically changing market conditions require significant changes in their purchasing function. In more and more firms, purchasing is becoming proactive and strategically important. This phenomenon has been called "reverse marketing." As the term implies, there are clear similarities with the marketing concept. This article explores the concept by describing how companies can implement reverse marketing by making use of well-known marketing concepts and tools. A detailed description of a fictitious case illustrates how basic marketing principles can be used to achieve proactive purchasing.

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Institute for Supply Management - Publications - Journal of Purchasing - Reverse Marketing: A Synergy of Purchasing and Relationship Marketing




Journal of Purchasing

Reverse Marketing: A Synergy of Purchasing and Relationship Marketing Members Only Content

Firms increasingly realize that dramatically changing market conditions require significant changes in their purchasing function. In more and more firms, purchasing is becoming proactive and strategically important. This phenomenon has been called "reverse marketing." As the term implies, there are clear similarities with the marketing concept. This article explores the concept by describing how companies can implement reverse marketing by making use of well-known marketing concepts and tools. A detailed description of a fictitious case illustrates how basic marketing principles can be used to achieve proactive purchasing.

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Institute for Supply Management - Publications - Journal of Purchasing - Reverse Marketing: A Synergy of Purchasing and Relationship Marketing




Journal of Purchasing

Reverse Marketing: A Synergy of Purchasing and Relationship Marketing Members Only Content

Firms increasingly realize that dramatically changing market conditions require significant changes in their purchasing function. In more and more firms, purchasing is becoming proactive and strategically important. This phenomenon has been called "reverse marketing." As the term implies, there are clear similarities with the marketing concept. This article explores the concept by describing how companies can implement reverse marketing by making use of well-known marketing concepts and tools. A detailed description of a fictitious case illustrates how basic marketing principles can be used to achieve proactive purchasing.

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Institute for Supply Management - Publications - Journal of Purchasing - Reverse Marketing: A Synergy of Purchasing and Relationship Marketing




Journal of Purchasing

Reverse Marketing: A Synergy of Purchasing and Relationship Marketing Members Only Content

Firms increasingly realize that dramatically changing market conditions require significant changes in their purchasing function. In more and more firms, purchasing is becoming proactive and strategically important. This phenomenon has been called "reverse marketing." As the term implies, there are clear similarities with the marketing concept. This article explores the concept by describing how companies can implement reverse marketing by making use of well-known marketing concepts and tools. A detailed description of a fictitious case illustrates how basic marketing principles can be used to achieve proactive purchasing.

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Institute for Supply Management - Publications - Journal of Purchasing - Reverse Marketing: A Synergy of Purchasing and Relationship Marketing




Journal of Purchasing

Reverse Marketing: A Synergy of Purchasing and Relationship Marketing Members Only Content

Firms increasingly realize that dramatically changing market conditions require significant changes in their purchasing function. In more and more firms, purchasing is becoming proactive and strategically important. This phenomenon has been called "reverse marketing." As the term implies, there are clear similarities with the marketing concept. This article explores the concept by describing how companies can implement reverse marketing by making use of well-known marketing concepts and tools. A detailed description of a fictitious case illustrates how basic marketing principles can be used to achieve proactive purchasing.

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Institute for Supply Management - Publications - Journal of Purchasing - Reverse Marketing: A Synergy of Purchasing and Relationship Marketing




Journal of Purchasing

Reverse Marketing: A Synergy of Purchasing and Relationship Marketing Members Only Content

Firms increasingly realize that dramatically changing market conditions require significant changes in their purchasing function. In more and more firms, purchasing is becoming proactive and strategically important. This phenomenon has been called "reverse marketing." As the term implies, there are clear similarities with the marketing concept. This article explores the concept by describing how companies can implement reverse marketing by making use of well-known marketing concepts and tools. A detailed description of a fictitious case illustrates how basic marketing principles can be used to achieve proactive purchasing.

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Institute for Supply Management - Publications - Journal of Purchasing - Reverse Marketing: A Synergy of Purchasing and Relationship Marketing




Journal of Purchasing

Reverse Marketing: A Synergy of Purchasing and Relationship Marketing Members Only Content

Firms increasingly realize that dramatically changing market conditions require significant changes in their purchasing function. In more and more firms, purchasing is becoming proactive and strategically important. This phenomenon has been called "reverse marketing." As the term implies, there are clear similarities with the marketing concept. This article explores the concept by describing how companies can implement reverse marketing by making use of well-known marketing concepts and tools. A detailed description of a fictitious case illustrates how basic marketing principles can be used to achieve proactive purchasing.

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Institute for Supply Management - Publications - Journal of Purchasing - Reverse Marketing: A Synergy of Purchasing and Relationship Marketing




Journal of Purchasing

Reverse Marketing: A Synergy of Purchasing and Relationship Marketing Members Only Content

Firms increasingly realize that dramatically changing market conditions require significant changes in their purchasing function. In more and more firms, purchasing is becoming proactive and strategically important. This phenomenon has been called "reverse marketing." As the term implies, there are clear similarities with the marketing concept. This article explores the concept by describing how companies can implement reverse marketing by making use of well-known marketing concepts and tools. A detailed description of a fictitious case illustrates how basic marketing principles can be used to achieve proactive purchasing.

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Institute for Supply Management - Publications - Journal of Purchasing - Reverse Marketing: A Synergy of Purchasing and Relationship Marketing




Journal of Purchasing

Reverse Marketing: A Synergy of Purchasing and Relationship Marketing Members Only Content

Firms increasingly realize that dramatically changing market conditions require significant changes in their purchasing function. In more and more firms, purchasing is becoming proactive and strategically important. This phenomenon has been called "reverse marketing." As the term implies, there are clear similarities with the marketing concept. This article explores the concept by describing how companies can implement reverse marketing by making use of well-known marketing concepts and tools. A detailed description of a fictitious case illustrates how basic marketing principles can be used to achieve proactive purchasing.

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Institute for Supply Management - Publications - Journal of Purchasing - Reverse Marketing: A Synergy of Purchasing and Relationship Marketing




Journal of Purchasing

Reverse Marketing: A Synergy of Purchasing and Relationship Marketing Members Only Content

Firms increasingly realize that dramatically changing market conditions require significant changes in their purchasing function. In more and more firms, purchasing is becoming proactive and strategically important. This phenomenon has been called "reverse marketing." As the term implies, there are clear similarities with the marketing concept. This article explores the concept by describing how companies can implement reverse marketing by making use of well-known marketing concepts and tools. A detailed description of a fictitious case illustrates how basic marketing principles can be used to achieve proactive purchasing.

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Institute for Supply Management - Publications - Journal of Purchasing - Reverse Marketing: A Synergy of Purchasing and Relationship Marketing




Journal of Purchasing

Reverse Marketing: A Synergy of Purchasing and Relationship Marketing Members Only Content

Firms increasingly realize that dramatically changing market conditions require significant changes in their purchasing function. In more and more firms, purchasing is becoming proactive and strategically important. This phenomenon has been called "reverse marketing." As the term implies, there are clear similarities with the marketing concept. This article explores the concept by describing how companies can implement reverse marketing by making use of well-known marketing concepts and tools. A detailed description of a fictitious case illustrates how basic marketing principles can be used to achieve proactive purchasing.

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Institute for Supply Management - Publications - Journal of Purchasing - Reverse Marketing: A Synergy of Purchasing and Relationship Marketing




Journal of Purchasing

Reverse Marketing: A Synergy of Purchasing and Relationship Marketing Members Only Content

Firms increasingly realize that dramatically changing market conditions require significant changes in their purchasing function. In more and more firms, purchasing is becoming proactive and strategically important. This phenomenon has been called "reverse marketing." As the term implies, there are clear similarities with the marketing concept. This article explores the concept by describing how companies can implement reverse marketing by making use of well-known marketing concepts and tools. A detailed description of a fictitious case illustrates how basic marketing principles can be used to achieve proactive purchasing.

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Institute for Supply Management - Publications - Journal of Purchasing - Reverse Marketing: A Synergy of Purchasing and Relationship Marketing




Journal of Purchasing

Reverse Marketing: A Synergy of Purchasing and Relationship Marketing Members Only Content

Firms increasingly realize that dramatically changing market conditions require significant changes in their purchasing function. In more and more firms, purchasing is becoming proactive and strategically important. This phenomenon has been called "reverse marketing." As the term implies, there are clear similarities with the marketing concept. This article explores the concept by describing how companies can implement reverse marketing by making use of well-known marketing concepts and tools. A detailed description of a fictitious case illustrates how basic marketing principles can be used to achieve proactive purchasing.

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Institute for Supply Management - Publications - Journal of Purchasing - Reverse Marketing: A Synergy of Purchasing and Relationship Marketing




Journal of Purchasing

Reverse Marketing: A Synergy of Purchasing and Relationship Marketing Members Only Content

Firms increasingly realize that dramatically changing market conditions require significant changes in their purchasing function. In more and more firms, purchasing is becoming proactive and strategically important. This phenomenon has been called "reverse marketing." As the term implies, there are clear similarities with the marketing concept. This article explores the concept by describing how companies can implement reverse marketing by making use of well-known marketing concepts and tools. A detailed description of a fictitious case illustrates how basic marketing principles can be used to achieve proactive purchasing.

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Institute for Supply Management - Publications - Journal of Purchasing - Reverse Marketing: A Synergy of Purchasing and Relationship Marketing




Journal of Purchasing

Reverse Marketing: A Synergy of Purchasing and Relationship Marketing Members Only Content

Firms increasingly realize that dramatically changing market conditions require significant changes in their purchasing function. In more and more firms, purchasing is becoming proactive and strategically important. This phenomenon has been called "reverse marketing." As the term implies, there are clear similarities with the marketing concept. This article explores the concept by describing how companies can implement reverse marketing by making use of well-known marketing concepts and tools. A detailed description of a fictitious case illustrates how basic marketing principles can be used to achieve proactive purchasing.

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Institute for Supply Management - Publications - Journal of Purchasing - Reverse Marketing: A Synergy of Purchasing and Relationship Marketing




Journal of Purchasing

Reverse Marketing: A Synergy of Purchasing and Relationship Marketing Members Only Content

Firms increasingly realize that dramatically changing market conditions require significant changes in their purchasing function. In more and more firms, purchasing is becoming proactive and strategically important. This phenomenon has been called "reverse marketing." As the term implies, there are clear similarities with the marketing concept. This article explores the concept by describing how companies can implement reverse marketing by making use of well-known marketing concepts and tools. A detailed description of a fictitious case illustrates how basic marketing principles can be used to achieve proactive purchasing.

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Institute for Supply Management - Publications - Journal of Purchasing - Reverse Marketing: A Synergy of Purchasing and Relationship Marketing




Journal of Purchasing

Reverse Marketing: A Synergy of Purchasing and Relationship Marketing Members Only Content

Firms increasingly realize that dramatically changing market conditions require significant changes in their purchasing function. In more and more firms, purchasing is becoming proactive and strategically important. This phenomenon has been called "reverse marketing." As the term implies, there are clear similarities with the marketing concept. This article explores the concept by describing how companies can implement reverse marketing by making use of well-known marketing concepts and tools. A detailed description of a fictitious case illustrates how basic marketing principles can be used to achieve proactive purchasing.

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Institute for Supply Management - Publications - Journal of Purchasing - Reverse Marketing: A Synergy of Purchasing and Relationship Marketing




Journal of Purchasing

Reverse Marketing: A Synergy of Purchasing and Relationship Marketing Members Only Content

Firms increasingly realize that dramatically changing market conditions require significant changes in their purchasing function. In more and more firms, purchasing is becoming proactive and strategically important. This phenomenon has been called "reverse marketing." As the term implies, there are clear similarities with the marketing concept. This article explores the concept by describing how companies can implement reverse marketing by making use of well-known marketing concepts and tools. A detailed description of a fictitious case illustrates how basic marketing principles can be used to achieve proactive purchasing.

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Institute for Supply Management - Publications - Journal of Purchasing - Reverse Marketing: A Synergy of Purchasing and Relationship Marketing




Journal of Purchasing

Reverse Marketing: A Synergy of Purchasing and Relationship Marketing Members Only Content

Firms increasingly realize that dramatically changing market conditions require significant changes in their purchasing function. In more and more firms, purchasing is becoming proactive and strategically important. This phenomenon has been called "reverse marketing." As the term implies, there are clear similarities with the marketing concept. This article explores the concept by describing how companies can implement reverse marketing by making use of well-known marketing concepts and tools. A detailed description of a fictitious case illustrates how basic marketing principles can be used to achieve proactive purchasing.

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Institute for Supply Management - Publications - Journal of Purchasing - Reverse Marketing: A Synergy of Purchasing and Relationship Marketing




Journal of Purchasing

Reverse Marketing: A Synergy of Purchasing and Relationship Marketing Members Only Content

Firms increasingly realize that dramatically changing market conditions require significant changes in their purchasing function. In more and more firms, purchasing is becoming proactive and strategically important. This phenomenon has been called "reverse marketing." As the term implies, there are clear similarities with the marketing concept. This article explores the concept by describing how companies can implement reverse marketing by making use of well-known marketing concepts and tools. A detailed description of a fictitious case illustrates how basic marketing principles can be used to achieve proactive purchasing.

Please log in to see the content.

Institute for Supply Management - Publications - Journal of Purchasing - Reverse Marketing: A Synergy of Purchasing and Relationship Marketing




Journal of Purchasing

Reverse Marketing: A Synergy of Purchasing and Relationship Marketing Members Only Content

Firms increasingly realize that dramatically changing market conditions require significant changes in their purchasing function. In more and more firms, purchasing is becoming proactive and strategically important. This phenomenon has been called "reverse marketing." As the term implies, there are clear similarities with the marketing concept. This article explores the concept by describing how companies can implement reverse marketing by making use of well-known marketing concepts and tools. A detailed description of a fictitious case illustrates how basic marketing principles can be used to achieve proactive purchasing.

Please log in to see the content.

Institute for Supply Management - Publications - Journal of Purchasing - Reverse Marketing: A Synergy of Purchasing and Relationship Marketing




Journal of Purchasing

Reverse Marketing: A Synergy of Purchasing and Relationship Marketing Members Only Content

Firms increasingly realize that dramatically changing market conditions require significant changes in their purchasing function. In more and more firms, purchasing is becoming proactive and strategically important. This phenomenon has been called "reverse marketing." As the term implies, there are clear similarities with the marketing concept. This article explores the concept by describing how companies can implement reverse marketing by making use of well-known marketing concepts and tools. A detailed description of a fictitious case illustrates how basic marketing principles can be used to achieve proactive purchasing.

Please log in to see the content.

Institute for Supply Management - Publications - Journal of Purchasing - Reverse Marketing: A Synergy of Purchasing and Relationship Marketing




Journal of Purchasing

Reverse Marketing: A Synergy of Purchasing and Relationship Marketing Members Only Content

Firms increasingly realize that dramatically changing market conditions require significant changes in their purchasing function. In more and more firms, purchasing is becoming proactive and strategically important. This phenomenon has been called "reverse marketing." As the term implies, there are clear similarities with the marketing concept. This article explores the concept by describing how companies can implement reverse marketing by making use of well-known marketing concepts and tools. A detailed description of a fictitious case illustrates how basic marketing principles can be used to achieve proactive purchasing.

Please log in to see the content.

Institute for Supply Management - Publications - Journal of Purchasing - Reverse Marketing: A Synergy of Purchasing and Relationship Marketing