摘要
企业对企业 (BtoB)营销是不同于企业对最终消费者 (BtoC)营销的模式 ,因此在企业对企业营销中的购买行为也有自己的特点。通过分析和比较“希斯模型”和“韦—温模型” ,并经初步调查研究 ,可以得出结论 。
The Business to Business(B to B) marketing is a marketing model different from the Business to Consumers (B to C) , so the purchasing activities in the B to B marketing has its own features. By analyzing and comparing the Scheth Model and Webster-Wind Model , and by a preliminary survey, we can draw a conclusion that these two patterns have important meanings to direct our country's B to B management practice.
出处
《现代财经（天津财经大学学报）》
2002年第4期41-44,共4页
Modern Finance and Economics：Journal of Tianjin University of Finance and Economics
基金
教育部人文社会科学研究"十五"规划课题<企业对企业营销管理问题研究>的阶段性成果
