What Is Business And Industrial Marketing?
Ernest F Cooke
(Case Western Reserve University, is a Professor of Marketing and holds the Chair in Sales, endowed by Sales and Marketing Executives of Memphis, in the Fogelman College of Business and Economics at Memphis State University.)
1182
Abstract
There is no single, clear, specific definition of business or industrial marketing. Existing definitions are inconsistent and there has been a claim that there is no difference between industrial marketing and consumer marketing. It seems appropriate for the inaugural issue of a journal on business and industrial marketing to examine this problem and to attempt to clear up the confusion.
Citation
Cooke, E.F. (1986), "What Is Business And Industrial Marketing?", Journal of Business & Industrial Marketing, Vol. 1 No. 1, pp. 9-17. https://doi.org/10.1108/eb006008
Publisher
:MCB UP Ltd
Copyright © 1986, MCB UP Limited