What is it about?
our aim stands upstream: to explore the marketing activities of ERP vendors, checking if the marketing tenets for BtoB selling are followed or not
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Why is it important?
he results showed that the marketing competencies of vendors are not extensively developed or, if anything, are not fully leveraged. In particular, often vendors are too focused on selling ERP solutions to existing and known customers, refraining from searching for new clients, and therefore failing to explore the extension of the potential market to its fullest.
Perspectives
The marketing tenet of relationship is here myopically applied, keeping suppliers too tied to their current customers. A further finding is that few suppliers are willing to involve network partners in the sales stage, preferring to deal with customers by themselves. This is contrary to the dictates of literature that see each BtoB relationship embedded in a network.
prof pietro previtali
university of pavia
Read the Original
This page is a summary of: ERP Marketing and Italian SMEs, European Management Journal, October 2005, Elsevier,
DOI: 10.1016/j.emj.2005.09.014.
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