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Filter & searchWhy Supplier Marketing Will Be Key to Supplier Experience Management
What is supplier marketing? To define what we mean by ‘supplier marketing,’ we should start by thinking about well-established practices in the modern world of marketing. Philip Kotler is widely known as the Father of Modern Marketing. His book, Marketing Management, is now in its 14 edition and he has authored or co-authored over 70 […]
Supplier MarketingSupplier Segmentation Read nowHow to Segment Suppliers for Supplier Marketing
Supplier segmentation definition Let’s once again start with a marketing definition, this time in relation to segmentation. Investopedia offers the following description: “Market segmentation is a marketing term that refers to aggregating prospective buyers into groups or segments with common needs and who respond similarly to a marketing action.”1 Anthony Payne, CMO HICX, comments, “As […]
Supplier MarketingSupplier Segmentation Read nowHow Segmentation Drives Use Cases for Supplier Marketing
Supplier Segmentation: One Size Does Not Fit All As Dr Epstein points out, “The way in which we work with our suppliers has to change.” Never has this statement been more true or more urgent. As the recent HICX Suppliers’ Perspective Survey revealed, 61% of suppliers said that they find it challenging to do their […]
Supplier MarketingSupplier Segmentation Read now