The relative importance of industrial promotion tools

Research output: Contribution to journalArticlepeer-review

57 Scopus citations


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
Issue number4
StatePublished - Oct 1981
Externally publishedYes

ASJC Scopus subject areas

  • Marketing


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