TY - JOUR
T1 - Multivariate statistics in industrial marketing management
T2 - A practitioner tool kit
AU - Nairn, Agnes
AU - Ede, Laurence
AU - Naudé, Pete
PY - 2004/10
Y1 - 2004/10
N2 - Much published work over the years has pointed to the differences between business-to-consumer (B2C) and business-to-business (B2B) marketing. An undesirable by-product of this sometimes misdirected distinction is that managers working within B2B environments have generally not considered the use of what are seen as B2C techniques, such as multivariate statistical analysis. This article is structured in three parts. First, the argument for the similarities between B2B and B2C marketing is developed; second, three different multivariate statistical techniques are presented and combined to form a practical tool kit for use by B2B managers on strategic, operational, and tactical levels; and third, the results of an application of the techniques in the life science research chemicals industry is reported, demonstrating that the tool kit substantially enhanced managerial understanding of customer decision processes.
AB - Much published work over the years has pointed to the differences between business-to-consumer (B2C) and business-to-business (B2B) marketing. An undesirable by-product of this sometimes misdirected distinction is that managers working within B2B environments have generally not considered the use of what are seen as B2C techniques, such as multivariate statistical analysis. This article is structured in three parts. First, the argument for the similarities between B2B and B2C marketing is developed; second, three different multivariate statistical techniques are presented and combined to form a practical tool kit for use by B2B managers on strategic, operational, and tactical levels; and third, the results of an application of the techniques in the life science research chemicals industry is reported, demonstrating that the tool kit substantially enhanced managerial understanding of customer decision processes.
KW - Life science
KW - Multivariate statistics
KW - Practitioner marketing
UR - http://www.scopus.com/inward/record.url?scp=4644272210&partnerID=8YFLogxK
U2 - 10.1016/j.indmarman.2003.12.004
DO - 10.1016/j.indmarman.2003.12.004
M3 - Article (Academic Journal)
AN - SCOPUS:4644272210
SN - 0019-8501
VL - 33
SP - 573
EP - 582
JO - Industrial Marketing Management
JF - Industrial Marketing Management
IS - 7
ER -