The value of company newsletters and magazines

Article Abstract:

Traditional industrial marketing communication approaches have come under increasing cost pressures in recent years. As a result, industrial marketing managers have been turning to alternative approaches. The company magazine and newsletter is one approach which has become popular among marketers of both services and products. This study attempts to determine the effectiveness of this type of publication on various dimensions and attempts to address the question what constitutes a good company magazine or newsletter. (Reprinted by permission of the publisher.)

Publishing industry, Usage, Telecommunications systems, Periodical publishing, Corporations, Newsletters, Business literature

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Successfully using telemarketing in industrial sales

Article Abstract:

Telemarketing has steadily increased in use in industrial sales organizations. Management faces the difficult problem of successfully implementing this tool. This research surveyed industrial sales and marketing managers involved in telemarketing operations to determine how successful their telemarketing operations were and how telemarketing was implemented in their companies. (Reprinted by permission of the publisher)

Marketing, Telemarketing

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How buyers and operations personnel evaluate service

Article Abstract:

This article examines the differences between the buyers and operations personnel in their perceptions of the importance of service criteria in the evaluation of suppliers. The differences found reflect the objectives of the two functional areas. Interview data suggest that integration of these functional areas may be an important future marketing and service approach. (Reprinted by permission of the publisher.)

Research, Manufacturing industry, Manufacturing industries, Industrial suppliers, Purchasing agents

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