L'étude et la modélisation du comportement d'achat du client industriel constituent le fondement majeur sur lequel a pu se développer la théorie en marketing industriel à partir de la fin des années soixante.
Les années quatre-vingt ont vu l'émergence et le développement de deux nouveaux courants de recherche sur le sujet : le courant inductif et le courant interactif. Méthode d'investigation différente pour l'un, objet d'investigation délimité différemment pour l'autre, les apports de ces deux courants, présentés ici, participent ainsi d'une vision pluraliste nécessaire à l'étude du phénomène complexe qu'est le comportement d'achat industriel.
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