The Challenges Online Supply Management Tools Pose for B2B Marketers (James Narus & Michelle Steward)
Speaker(s): James A. Narus and Michelle D. Steward
Presentation Date: September 2017
This presentation reports on the results from a series of over 75 personal interviews and from over 1500 completed electronic questionnaires gathered from purchasing and supply managers in a variety of industries across the US. Based on the findings, the most commonly used tools and related analyses customer managers employ in major stages of the buying process are identified and discussed in detail.
The following material is restricted to registered academic and ISBM Member Company users. Please login or register to continue or learn more about becoming an ISBM member company.