THE INDUSTRIAL DISTRIBUTOR IS ALSO HUMAN

Abstract

The long‐standing belief that industrial marketing is based primarily on price and technical specifications is becoming outmoded. Even product quality and supplier reputation are not sufficient criteria upon which purchasing decisions are made. This article describes a study that concludes that service factors and personal selling are of paramount importance in the marketing of industrial products. Like their counterparts in consumer marketing, producers of industrial goods are increasingly experiencing the need to develop stronger personal relation with their distributors.

Citation

Fine, S.H. (1987), "THE INDUSTRIAL DISTRIBUTOR IS ALSO HUMAN", Journal of Business & Industrial Marketing, Vol. 2 No. 2, pp. 55-59. https://doi.org/10.1108/eb006027