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Multivariate statistics in industrial marketing management : A practitioner tool kit

Author

Listed:
  • Agnès Nairn

    (EM - EMLyon Business School)

  • Laurence Ede
  • Peter Naudé

Abstract

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.

Suggested Citation

  • Agnès Nairn & Laurence Ede & Peter Naudé, 2004. "Multivariate statistics in industrial marketing management : A practitioner tool kit," Post-Print hal-02313187, HAL.
    • Handle: RePEc:hal:journl:hal-02313187
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