The relative importance of industrial promotion tools

Research output: Contribution to journalArticle

56 Citations (Scopus)

Abstract

This article describes a survey of the perceptions of organizational buyers regarding the extent to which their purchasing decisions are influenced by various promotional tools. The results of this survey provide some practical implications for industrial marketers regarding the relative effectiveness of various promotional tools and the relative emphasis that they should place on each of them.

Original languageEnglish (US)
Pages (from-to)277-281
Number of pages5
JournalIndustrial Marketing Management
Volume10
Issue number4
DOIs
StatePublished - 1981
Externally publishedYes

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Relative importance
Marketers
Buyers
Purchasing

ASJC Scopus subject areas

  • Marketing

Cite this

The relative importance of industrial promotion tools. / Parasuraman, Ananthanarayanan.

In: Industrial Marketing Management, Vol. 10, No. 4, 1981, p. 277-281.

Research output: Contribution to journalArticle

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