Covalence and ionic bonding in business-to-business relationships: Insights from chemistry

Article Abstract:

Business-to-business (B2B) relationships are examined using the covalence-ionic bonding theory in chemistry as an analogy to help make soft phenomena and relationships in B2B marketing more understandable to engineers and scientists in organizations and to managers with scientific and technical backgrounds. A resource-based view of the firm suggested that complementarity of resources and dependence levels are postulated to have critical roles in business bonding.

United States, Marketing procedures, Science & research, Research, Company marketing practices, Chemical bonds

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Product publicity: low cost and high credibility

Article Abstract:

Product publicity - media coverage of a product or service which assists in reaching marketing goals - has long been recognized by industrial marketing practitioners as a useful promotional tool. This article specifies the situations which favor the use of product publicity, with special reference to industrial promotion, and discusses practical applications of product publicity in industrial marketing. (Reprinted by permission of the publisher.)

Product management, Public relations

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