Kickback as part of the marketing mix

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Anyone who works in B2B markets, including marketing research, has at least heard of such a "magic" thing as a "kickback" - when someone on the client's side gives an order to a contractor for a certain share of the order amount. Apparently, the infection has spread so much that some professional publications publish articles where kickbacks are considered quite seriously as an element of professional work.

The Marketing in Russia website published a remark by Timofey Pavlov on this subject, "Kickback as part of the marketing mix ." I am giving here the entire article and comments on it.


The author of the text is Timofey Pavlov.

Recently, I came across the January-February issue of the Marketing iceland cell phone number list Management magazine for the first time. I had never read or encountered this magazine before. I was interested in the block of articles on B2B marketing, since I am planning to leave FMCG soon and dive into B2B for the second time. A number of articles were quite interesting. However, I was unpleasantly surprised by the article entitled “Loyalty in B2B Markets: How to Achieve It?” And I decided to share my opinion on the pages of our community, since I simply could not ignore this opus.

The author of the article, Mr. Gavrilyuk, presented the marketing community with a 4-page opus. On 2 pages he discussed at length the foundations of loyalty and its main factors, and then devoted two full pages to the topic of "kickbacks", describing in detail and savoring the entire simple technology of this shameful for any professional manager, business. The entire article sounded like a hymn to kickbacks.