[en] In this paper, we relate the gross contribution of industrial products to the spending rate for personnal selling, technical service, and advertising activities. Our empirical study provides some indications about how industrial marketing activities might work, and gives tentative answers to some important questions faced by industrial marketers.
Disciplines :
Marketing
Author, co-author :
Choffray, Jean-Marie ; Université de Liège - ULiège > HEC-Ecole de gestion : UER > UER Opérations : Informatique décisionnelle
Language :
English
Title :
An empirical study of the industrial marketing mix
