Is industrial marketing different?

Abstract

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.

Citation

Smallbone, D.W. (1969), "Is industrial marketing different?", European Journal of Marketing, Vol. 3 No. 2, pp. 120-122. https://doi.org/10.1108/EUM0000000005213