Organizational Buying Behavior
Benefit Segmentation: An Industrial ApplicationJan 1, 1982 Rowland T. Moriarty and David J. Reibstein, 1982, 82-110
Using data from 319 firms that purchased data terminals, tests whether market segments based on traditional criteria such as SIC code and company size are congruent with segments based on product benefits sought.
National Account ManagementJan 1, 1980 Benson P. Shapiro and Rowland T. Moriarty, 1980, 80-104
Describes a research project focusing on the issues and problems of selling to and servicing very large national accounts.
Communications Spending Decisions for Industrial Products: A Literature ReviewJan 1, 1979 Morton Galper, 1979, 79-111
Employs a model of marketing communications decisions to structure an examination of the literature on industrial communications budgeting, focusing on the size of the total budget, the mix of communications elements, and expenditures for individual elements.
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