This article introduces the concept of indirect marketing. It examines a situation where individuals, groups, and organizations other than the purchasing organization have a major say in the purchase decision. Implications for a marketing program to meet this situation are discussed. © 1980.
CITATION STYLE
Easton, G., & Latham, B. (1980). Marketing to associations that specify or approve industrial products. Industrial Marketing Management, 9(3), 223–229. https://doi.org/10.1016/0019-8501(80)90007-3
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