The effect of subjective factors on customer/supplier relations in industrial marketing

Principally concerned with the manner in which different types of personnel in the organisational structure approach purchasing decisions. States that the fact that industrial purchasing decisions are seldom made in a coldly logical fashion is becoming increasingly accepted. Examines some reasons why there is a considerable amount of stability in the relationships existing between industrial goods suppliers and their customers. Concludes it may take some time to build up a close relationship between supplier and customer – giving a supplier time to take defensive action if it is thought necessary.