Marketing to Industrial Democrats
Pierre Guiller de Monthoux
((Royal Institute of Technology, Stockholm, Sweden))
Melitta Patzak
((Eco Research Institute, Skillenge, Sweden))
257
Abstract
Presents a case study of participation in buying practice, showing in what situations unions and personnel in customer firms take an active interest in a buying decision. Uses information from interviews carried out with industrial sellers to show how industrial marketers approach unions and personnel. Emphasizes the difference between union and employee involvement.
Keywords
Citation
Guiller de Monthoux, P. and Patzak, M. (1979), "Marketing to Industrial Democrats", European Journal of Marketing, Vol. 13 No. 3, pp. 126-140. https://doi.org/10.1108/EUM0000000004935
Publisher
:MCB UP Ltd
Copyright © 1979, MCB UP Limited