Clues to the design of a marketing mix
G.E. Kiser
(University of Arkansas, Arkansas, USA)
S.R.G. Rao
(Cleveland State University, Cleveland, Ohio, USA)
C.P. RAO
(University of Arkansas, Arkansas, USA)
3136
Abstract
Looks at two aspects of the industrial purchasing process: constructing a definitive any variations in their relative importance by purchasing and non‐purchasing executives when making buying decisions. Proposes that marketing manager need to know what factor influence buying behaviour in order to be able to design better a marketing mix for their organization. Suggests that marketing, managers may also benefit from an analysis of vendor attributes.
Keywords
Citation
Kiser, G.E., Rao, S.R.G. and RAO, C.P. (1974), "Clues to the design of a marketing mix", European Journal of Marketing, Vol. 8 No. 2, pp. 168-179. https://doi.org/10.1108/EUM0000000005085
Publisher
:MCB UP Ltd
Copyright © 1974, MCB UP Limited