Publications
Publications
- August 1991 (Revised September 1994)
- HBS Case Collection
What Is Industrial Marketing?
Abstract
Discusses the key distinguishing aspects of industrial as compared to consumer marketing. These differences are highlighted for organizational as well as marketing mix aspects.
Keywords
Customer Relationship Management; Innovation Strategy; Growth and Development Strategy; Marketing Channels; Marketing Strategy; Marketplace Matching; Organizational Change and Adaptation; Core Relationships; Industrial Products Industry; Manufacturing Industry
Citation
Rangan, V. Kasturi. "What Is Industrial Marketing?" Harvard Business School Background Note 592-012, August 1991. (Revised September 1994.)