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Brand managers’ relations with industrial service providers in pharmaceutical and other companies

George G. Panigyrakis (Associate Professor of Marketing, Department of Business Administration, The Athens University of Economics and Business, Athens, Greece)
Cleopatra Veloutsou (Lecturer in Marketing, Coventry Business School, Coventry University, Coventry, UK)

Journal of Business & Industrial Marketing

ISSN: 0885-8624

Article publication date: 1 August 1999

Abstract

Focuses on the relations that product managers, as industrial buyers, develop with industrial service providers (advertising, promotional and marketing research agencies, lawyers, other consultants and distribution channels) in different business sectors in Greece. Investigates how brand managers in the pharmaceutical and other fast‐moving consumer goods industries view their relationships with their various interfaces, by analysing the allocation of their working time, the level of contact, and the perceived significance and quality of relationships with their interfaces. The results indicate that there are differences in the development of relationships amongst the sectors analysed.

Keywords

Citation

Panigyrakis, G.G. and Veloutsou, C. (1999), "Brand managers’ relations with industrial service providers in pharmaceutical and other companies", Journal of Business & Industrial Marketing, Vol. 14 No. 3, pp. 229-247. https://doi.org/10.1108/08858629910272256

Publisher

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MCB UP Ltd

Copyright © 1999, MCB UP Limited