This paper proposes simplistic models of consumer marketing and of industrial marketing. The two-transactional model of industrial marketing provides the college marketing student with a conceptual framework for the study of the rapidly developing area of industrial marketing.
Get full access to this article
View all access options for this article.
References
1.
Bowersox, Donald F. (1978), Logistical Management, 2d ed., New York: Macmillan Publishing Co.
2.
Hill, Richard D. , Ralph S. Alexander, and James S. Cross (1975), Industrial Marketing, 2d ed., Homewood, Ill.: Richard D. Irwin, Inc.
3.
McCarthy, E. Jerome (1978), Basic Marketing, 6th ed., Homewood, Ill.: Richard D. Irwin, Inc.
4.
Vinson, Donald E. , and Donald Sciglimpaglia (1975), TheEnvironment of Industrial Marketing, 1st ed., Columbus, Ohio: Grid, Inc.
5.
"1980 Survey of Buyer Power,"Sales and Marketing Management, July 28, 1980, p. A-5.
6.
"1980 Survey of Industrial Purchasing Power,"Sales and Marketing Management, April 28, 1980, p. 7 and 36.
