Abstract:
In view of this, it appears timely to raise here, in fundamental terms, the question as to what extend industrial products can he marketed by methods which, in the widest sense, are teased on those used for branded goods. In this context we are, of course, not concerned with the advisability of using such methods sporadically, but rather with the fundamental problem of determining the basic conditions for the development of a concept of branding applicable to industrial products and corresponding to consumer goods techniques. It is obvious that we must take into account the fundamental differences between industrial goods and consumer goods and that, in the case of the former, we can only be concerned with modified forms of branding techniques.
This could also be of interest:
Research Papers
Integration of "industrial" and "consumer" marketing research
Catalogue: ESOMAR/WAPOR Conference 1965
Author: Henk L. Bos
 
June 15, 1965
Research Papers
The contribution of M.M.I.S. to effective industrial marketing management
Catalogue: Seminar 1987: M.M.I.S- Useful For The User
Author: Milan Jurse
 
June 15, 1987
Research Papers
Industrial marketing research
Catalogue: The European Marketing Research Review 1968
Author: L. Bongers
 
August 1, 1968
