High Impact Negotiating: A Strategic Marketing Perspective

Author(s):

Alvin J. Williams, Ph.D.
Alvin J. Williams, Ph.D., Professor of Marketing, University of Southern Mississippi, Hattiesburg, MS 39406; 601/266-4634; alvin.williams@usm.edu

91st Annual International Conference Proceedings - 2006 - Minneapolis, MN

Abstract

Successful negotiating is an integral part of sustained supply performance within supply chains and across networks. Since both negotiating and marketing are key drivers of value, it is important for supply professionals to take a 'marketing approach' to the development and execution of workable negotiating strategies in dynamic supply environments. More specifically, the paper highlights the mechanics of 'how' to implement a marketing mindset across the array of negotiating challenges in supply.