Informal Communication in Industrial Markets

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.

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Bibliographic Details
Published in:Journal of marketing research 1970-05, Vol.7 (2), p.186-189
Main Author: Webster, Frederick E.
Format: Article
Language:English
Subjects:
Business administration
Business structures
Communication
Consumer goods industries
Engineers
Hypotheses
Industrial market
Industrial markets
Industrial products
Informal communication
Information sources
Interviews
Marketing
Opinion leaders
Product development
Purchasing
Trade
Volunteerism
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Description
Summary: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.
ISSN:0022-2437
1547-7193
DOI:10.1177/002224377000700205