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Article
Publication date: 1 April 1987

Peter W. Turnbull

The interaction approach to studying international marketing activities of industrial firms is now an established research stream. Initiated by a team of European…

Abstract

The interaction approach to studying international marketing activities of industrial firms is now an established research stream. Initiated by a team of European researchers, the interaction approach focuses on the process of managing interactions between supplier and customer units. In this article, the author elaborates on the features of the interaction approach and illustrates it using a company case study. Based upon the discussion, a number of managerial implications are offered regarding international market development.

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International Marketing Review, vol. 4 no. 4
Type: Research Article
ISSN: 0265-1335

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Article
Publication date: 1 July 1986

Peter W. Turnbull and Jean‐Paul Valla

Advances that strategic planning has been the focus of increasing attention in the management literature, although marketing planning has received less priority. Contends…

Abstract

Advances that strategic planning has been the focus of increasing attention in the management literature, although marketing planning has received less priority. Contends that the particular characteristics of industrial marketing require a framework of strategic planning which integrates the different agents of: supplier‐customer interaction; management of portfolios of relationships; and different levels of management perspective characterizing marketing and purchasing of industrial products and services. Concludes by stating that the multi‐functional and inter‐dependent nature of decision making is very important, and argues that strategic marketing planning should be of a dynamic systems process.

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European Journal of Marketing, vol. 20 no. 7
Type: Research Article
ISSN: 0309-0566

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Article
Publication date: 1 May 1989

Peter W. Turnbull and Michael J. Gibbs

Findings are presented from an empirical study focused on thebanking behaviour of corporate customers in South Africa. The selectionof banks and bank services were…

Abstract

Findings are presented from an empirical study focused on the banking behaviour of corporate customers in South Africa. The selection of banks and bank services were investigated: the most important factors in selection were found to be quality of service, quality of staff, the nature of relationships with managers, and price of services. Further, although most of the responding companies had split banking arrangements, strong loyalty existed between organisations and their lead commercial banks.

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International Journal of Bank Marketing, vol. 7 no. 5
Type: Research Article
ISSN: 0265-2323

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Article
Publication date: 1 January 1987

Peter W. Turnbull and Michael L. Gibbs

The key to successful performance in the market for corporate accounts lies in the management of customer relationships. Key existing and potential customers must be…

Abstract

The key to successful performance in the market for corporate accounts lies in the management of customer relationships. Key existing and potential customers must be identified, and the development of long‐term relationships with these targeted accounts requires important research, planning and operating decisions and associated long‐term investment. A growing recognition of the importance of the corporate treasurer, and the factors that determine a company's financial responsiveness are explored, together with the concept of relationship banking, with its long‐term goals looking to banking advantages over a lengthy time span.

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International Journal of Bank Marketing, vol. 5 no. 1
Type: Research Article
ISSN: 0265-2323

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Article
Publication date: 1 January 1983

Peter W. Turnbull

The relationship between banks' corporate customers and their sources of financial services is examined. From interviews with financial decision makers, in a number of…

Abstract

The relationship between banks' corporate customers and their sources of financial services is examined. From interviews with financial decision makers, in a number of British companies, the author discusses their awareness of, attitudes towards and use of financial services and the attributes considered important in the selection of a supplier of financial services.

Details

International Journal of Bank Marketing, vol. 1 no. 1
Type: Research Article
ISSN: 0265-2323

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Article
Publication date: 1 February 1985

Peter W. Turnbull and G.F. Welham

Presents a detailed analysis of marketers' education levels, experience and language skills carried out among French, German, Italian, Swedish and British companies…

Abstract

Presents a detailed analysis of marketers' education levels, experience and language skills carried out among French, German, Italian, Swedish and British companies. Investigates whether the characteristics and qualities of export managers are significant factors in the implementation of successful exporting. Raises the important question of language skills, and suggests that British export marketers are particularly lacking in this area, proposing that this should be looked into.

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European Journal of Marketing, vol. 19 no. 2
Type: Research Article
ISSN: 0309-0566

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Article
Publication date: 1 March 1982

Peter W. Turnbull

Places the branch bank manager in a central position in the business in respect of the marketing efficiency of the banks at the local level. States that recently…

Abstract

Places the branch bank manager in a central position in the business in respect of the marketing efficiency of the banks at the local level. States that recently increasing pressure has been brought to bear on the manager to carry out tasks not previously required of him/her. Posits that the manager is being encouraged to devote more of his time and energy towards a deeper understanding of and become more actively involved with his/her customers, existing or potential, but few managers understand or realise the full potential of their changing role. Sums up that managers lack knowledge of the principles of marketing and commitment to implementing the principles in practice. Identifies three reasons which underlie the lack of marketing orientation: motivation, ability and time, and says that banks need to move quickly to ensure that the individuals in these positions can speedily meet the challenge.

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European Journal of Marketing, vol. 16 no. 3
Type: Research Article
ISSN: 0309-0566

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Article
Publication date: 1 January 1990

Peter W. Turnbull and Lauren Doherty‐Wilson

The nature and structure of the advertising industry has beenchanging dramatically in the 1980s. The causes and nature of thisturbulence are reviewed and the consequences…

Abstract

The nature and structure of the advertising industry has been changing dramatically in the 1980s. The causes and nature of this turbulence are reviewed and the consequences for the coming decade are analysed.

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European Journal of Marketing, vol. 24 no. 1
Type: Research Article
ISSN: 0309-0566

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Article
Publication date: 1 March 1990

Peter W. Turnbull

The more important strategic portfolio planning approaches thathave evolved since Markowitz originally postulated his portfolio theoryare described and summarised. Based…

Abstract

The more important strategic portfolio planning approaches that have evolved since Markowitz originally postulated his portfolio theory are described and summarised. Based on this review the author suggests that for industrial marketing and purchasing management the interaction approach to portfolio planning provides a valuable and pragmatic framework of use to academic and practising managers alike.

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European Journal of Marketing, vol. 24 no. 3
Type: Research Article
ISSN: 0309-0566

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Article
Publication date: 1 December 2003

D. Ross Brennan, Peter W. Turnbull and David T. Wilson

Competitive success in business‐to‐business markets often depends upon the ability of the firm to adapt specifically to the needs of a single customer organization…

Abstract

Competitive success in business‐to‐business markets often depends upon the ability of the firm to adapt specifically to the needs of a single customer organization. Research into buyer‐seller relationships in industrial markets has shown that both buying and selling firms implement specific adaptations for a single partner. Adaptation can take place at the level of the product or more broadly in terms of management processes, information exchange, and even organizational restructuring. The paper develops an improved taxonomy for dyadic adaptation in business‐to‐business markets, and explores the driving forces behind relationship‐specific adaptation. Adaptation by supplier firms is found to be more frequent than adaptation by buyers. Supplier adaptation is driven by relative power, buyer support, and by the managerial preferences of the two firms for a more or less relational form of exchange. Several managerial implications and avenues for further research are discussed.

Details

European Journal of Marketing, vol. 37 no. 11/12
Type: Research Article
ISSN: 0309-0566

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