TWO FACES OF THE INDUSTRIAL MARKETING TRANSACTION: A BUYER AND SELLER FRAMEWORK FOR GOODS AND SERVICES

Abstract

Recent studies have conceptually explored the interrelation of buying and selling in commercial transactions. This article is an empirical probing of these theoretical constructs. The cruise line industry is the chosen forum to illustrate the interactive nature of industrial buying and selling: on the one hand, how customers' needs affect their purchasing decisions and, on the other hand, how suppliers' selling strategies must complement these needs. Buying and selling are presented in parallel in the discussion and schematically summarized in a ten‐construct framework which is both specific and general. Awareness and application of the principles in the framework enable buyers and/or sellers to achieve maximum potential effectiveness.

Citation

Nicholls, J.A.F. and Roslow, S. (1988), "TWO FACES OF THE INDUSTRIAL MARKETING TRANSACTION: A BUYER AND SELLER FRAMEWORK FOR GOODS AND SERVICES", Journal of Business & Industrial Marketing, Vol. 3 No. 2, pp. 41-49. https://doi.org/10.1108/eb006058