Explores the rationale and a method for psychographic segmentation of industrial marketers generally and in particular those performing the buying and selling functions. Discusses how buyers and sellers compare and what benefits might be obtained from a deeper understanding of each other′s...

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...