Instruments of procurement marketing by the example of a car manufacturer

An introduction to the concept of procurement marketing with a case example of Volkswagen

Seminar paper from the year 2010 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, grade: 1,7, University of Applied Sciences Wernigerode, course: Ausgewählte BWL-Probleme Internationaler Unternehmungen, language: English, abstract: This paper presents the function of procurement marketing and demonstrates its implications for the classical procurement department. In the first section the paper introduces the concept of procurement marketing and well-known existing theories that frame this function. In the second section the paper provides an analysis of the use of procurement marketing at Volkswagen.