Interviews with industrial buyers failed to identify a significant amount of word-of-mouth communication in industrial markets and suggested a key role for manufacturers’ salesmen.
Get full access to this article
View all access options for this article.
References
1.
ArndtJohan, Word of Mouth Advertising: A Review of the Literature, New York: Advertising Research Foundation Inc., 1967.
2.
CarterC. F. and WilliamsB. R., “The Characteristics of Technically Progressive Firms,” Journal of Industrial Economics, 7 (March 1959), 87–104.
3.
CoxDonald F., ed., Risk Taking and Information Handling in Consumer Behavior, Boston: Graduate School of Business Administration, Harvard University, 1967.
4.
KatzElihu and LazarsfeldPaul F., Personal Influence, New York: The Free Press of Glencoe, Inc., 1955.
5.
LevittTheodore, Industrial Purchasing Behavior: A Study of Communications Effects, Boston: Division of Research, Graduate School of Business Administration, Harvard University, 1965.
6.
RogersEverett, Diffusion of Innovations, New York: The Free Press of Glencoe, Inc., 1962.
7.
WebsterFrederick E.Jr., “On the Applicability of Communication Theory to Industrial Markets,” Journal of Marketing Research, 5 (November 1968), 426–8.
8.
WebsterFrederick E.Jr. and MacDonaldDouglas D., “Industrial Buyers’ Preferences for Information Sources,” unpublished paper, Amos Tuck School of Business Administration, Dartmouth College, 1966.
