The industrial market – practices, motives, and their marketing implications

Abstract

Chronicles that the importance of an approach to marketing through research and investigation, will vary with the nature of the market and the degree of currently, or potentially committed fixed costs. Maintains that although marketing research, often in its narrow ‘selling’ sense, has been mainly associated with consumer goods, there are characteristics of the industrial market which perhaps make it an even more fertile field for the marketer, thinking in terms of long‐term maximisation – particularly if the research covers the total activity of the selling company and an appraisal of its standing or rating vis‐à‐vis the customer or potential customer. Concludes that centralisation will increase the degree of objectivity and professionalism on the part of the branch buyer by subjecting his activities to central study.

Citation

James, B.G.S. (1967), "The industrial market – practices, motives, and their marketing implications", European Journal of Marketing, Vol. 1 No. 1, pp. 25-34. https://doi.org/10.1108/EUM0000000005234