Original Research

The Classification of Buyers into "Behavioural Sets" in Order to Refine Industrial Marketing Efforts

I. C. MacMillan
South African Journal of Business Management | Vol 6, No 2 | a3490 | DOI: https://doi.org/10.4102/sajbm.v6i2.3490 | © 2022 I.C. MacMillan | This work is licensed under CC Attribution 4.0
Submitted: 29 June 2022 | Published: 30 June 1975

About the author(s)

I. C. MacMillan, School of Business Leadership, University of South Africa, South Africa

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Abstract

Die werk van Cardozo en Faris op die gebied van bedryfsbemarking word in hierdie artikel as vertrekpunt gekies. Prof. MacMillan kom tot die gevolgtrekking dat, hoewel genoemde skrywers se taksonomie van kopersgedrag onnodig lomp is, dit nietemin meer aandag verdien. Deur die werk van Cardozo en Faris te integreer voorsien Prof. MacMillan 'n eenvoudiger taksonomie, asook enkele riglyne hoe om dit in die praktyk toe te pas, veral ten opsigte van beter marknavorsing en 'n bemarkingstrategie.

Keywords

Industrial marketing; industrial buyer behaviour; behaviour sets; Cardozo and Faris

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