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Consumer Demand or Customer Satisfaction?

Kenneth Bernard (University of Strathclyde, UK)

European Journal of Marketing

ISSN: 0309-0566

Article publication date: 1 March 1988

1041

Abstract

In many circles, the study of industrial marketing has been segregated from that of consumer marketing, as if inherently different. This article highlights the significance of the organisational purchaser in all segments of the market. Whilst acknowledging the importance of the views of consumer and end‐users, the article suggests that in focusing on the needs of the organisational customer in the first instance, a degree of unity can be achieved between “industrial” and “consumer disciplines”, at both academic and practitioner level.

Keywords

Citation

Bernard, K. (1988), "Consumer Demand or Customer Satisfaction?", European Journal of Marketing, Vol. 22 No. 3, pp. 61-72. https://doi.org/10.1108/EUM0000000005277

Publisher

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MCB UP Ltd

Copyright © 1988, MCB UP Limited

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