New developments in marketing
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New developments in marketing book
The application of the Internet is leading to new developments in marketing, in relation to both suppliers and customers. A major development is the change from supply driven to demand driven. No longer is the major focus to make a transaction (deal), but to create an individual relationship. Part of the changed focus is the involvement of supplier and buyer in the buying process as described earlier, the different forms of relationship in the supply chain and with suppliers, and finally the interaction and communication with customers.