Industrial Marketing--The Sleeping Giant

Webster, Fred; Wind, Jerry
October 1980
Journal of Marketing;Fall80, Vol. 44 Issue 4, p6
Academic Journal
The article focuses on industrial marketing. The volume of industrial marketing transactions among firms far exceeds the volume involved in consumer marketing. Yet the marketing literature has generally ignored the industrial marketing area. Although conceptually most concepts, models and approaches of consumer marketing can be applied to industrial marketing, the experienced industrial marketer realizes the difficulty of such transfers. The number of participants in a typical industrial buying transaction is much larger and the complex and changing structure of organizational buying centers makes it difficult to apply consumer behavior concepts and approaches. Furthermore, the great reliance on sales forces and the fact that the entire market in many cases is composed of a relatively small number of firms raise serious questions as to the feasibility of translating market segmentation or mass marketing strategies to the industrial arena. In fact, the complexity of industrial buying has long been recognized and has probably contributed implicitly to some of the neglect of industrial marketing. An interesting phenomenon in the industrial marketing area is the quality of research conducted by business firms in comparison with university-based research.


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