Paper info: The Industrial/Consumer Marketing Dichotomy: A Re-Examination
Title
The Industrial/Consumer Marketing Dichotomy: A Re-Examination
Authors
Ross Brennan
Middlesex University
United Kingdom
Place of Publication
The paper was published at the 19th IMP-conference in Lugano, Switzerland in 2003.
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Abstract
United Kingdom The alleged dichotomy between industrial and consumer marketing is logically weak and poorly supported by empirical evidence. The science of taxonomy is highly developed in other fields of study. The industrial/consumer dichotomy fails to meet the criteria for a logically based taxonomic framework. Scientific effort should be directed towards the development of valid marketing classifications based on sound taxonomic principles.