Building and Sustaining Buyer-Seller Relationships in Mature Industrial Markets

Das  Narayandas; V. Kasturi  Rangan

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Article | Journal of Marketing | July 2004

Building and Sustaining Buyer-Seller Relationships in Mature Industrial Markets

by Das Narayandas and V. Kasturi Rangan

Keywords: Relationships; Markets;

Format: Print

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Citation:

Narayandas, Das, and V. Kasturi Rangan. "Building and Sustaining Buyer-Seller Relationships in Mature Industrial Markets." Journal of Marketing 68, no. 3 (July 2004).

About the Authors

Das Narayandas

Edsel Bryant Ford Professor of Business Administration
Senior Associate Dean for HBS Publishing; Senior Associate Dean for External Relations

Marketing

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V. Kasturi Rangan

Malcolm P. McNair Professor of Marketing

Marketing

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Gupta Media is a Digital Marketing firm started in 2005 that places advertisements and marketing promotions for its clients in digital media, mainly social media such as Facebook and Google. Over the years it had built its expertise in promoting music labels, artists and music festivals. Because its media placements were carefully optimized, it was able to return a high degree of performance on the marketing dollar for its clients. The case focuses on how to optimize performance for two such clients, the Governors Ball Music Festival in NY and Fender Play (a musical instrument company). The case ends with the question of whether such performance marketing techniques can be applied to consumer packaged goods (Red Bull) sold through indirect distribution.

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Citation:
Rangan, V. Kasturi, and Courtney Han. "Gupta Media: Performance Marketing in the Digital Age." Harvard Business School Case 520-031, October 2019. View Details

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Building and Sustaining Buyer-Seller Relationships in Mature Industrial Markets

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