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Classifying buyers to gain marketing insight: A relationships approach to professional services

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  • Sharma, D. Deo

Abstract

The service industry firms are increasingly engaged in international operations. The significance of international marketing of services is increasing. It is being recognized that forming relationships with the customers is important to sell professional services. The existing service marketing literature has paid little attention to this aspect of service marketing. In this paper a buyer-seller relationship-based marketing scheme is developed. Two dimensions of buying situations are identified. Combining the above two buying dimensions four different types of buyers are identified and appropriate marketing strategies are discussed. The paper is based on face-to-face interviews with the executives. The paper also develops a scheme for movement from one marketing situation to another.

Suggested Citation

  • Sharma, D. Deo, 1994. "Classifying buyers to gain marketing insight: A relationships approach to professional services," International Business Review, Elsevier, vol. 3(1), pages 15-30, March.
    • Handle: RePEc:eee:iburev:v:3:y:1994:i:1:p:15-30
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    Cited by:

    1. Hellman, Pasi, 1996. "The internationalization of Finnish financial service companies," International Business Review, Elsevier, vol. 5(2), pages 191-208, April.
    2. Katsikeas, Constantine S. & Al-Khalifa, Ali & Crick, Dave, 1997. "Manufacturers' understanding of their overseas distributors: the relevance of export involvement," International Business Review, Elsevier, vol. 6(2), pages 147-163, April.

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