Explains that while great changes are taking place in the way that industrial markets buy, industrial marketers are seemingly unaware of their importance, preferring to rely on stereotypes concerning their “customers”, thus wasting resources. Discusses these changes and the reasons for them, finding that the function of purchasing has been re‐evaluated by senior management. States that industrial purchasing is being increasingly influenced by long‐term strategic factors rather than short‐term operational ones. Concludes that industrial marketers must now sell value in order to survive in modern cost‐consciousmarkets.
De Rose, L.J. (1992), "How Industrial Markets Buy Value Selling: a Strategy for Dealing with Changes", Journal of Business & Industrial Marketing, Vol. 7 No. 1, pp. 65-69. https://doi.org/10.1108/EUM0000000002762
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