Is industrial marketing different?
Attempts to demonstrate the shallowness of any approach that attempts to show that industrial marketing is wholly different from any form of marketing. Posits that, on the other hand, there are some clearly definable differences, but it is only through perceiving the whole that industrial marketing executives will be able to do justice to the differences. Concludes that the understanding of market structures can be greatly enhanced by marketing executives thinking in terms of continuums, as the models described here.
Year of publication: |
1969
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Authors: | Smallbone, D.W. |
Published in: |
European Journal of Marketing. - MCB UP Ltd, ISSN 1758-7123, ZDB-ID 2002936-6. - Vol. 3.1969, 2, p. 120-122
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Publisher: |
MCB UP Ltd |
Subject: | Industrial marketing | Communications | Consumer marketing |
Saved in:
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