...Bernard Cova; Robert Salle Purpose The purpose of this paper is to question again the relevance of the differences, which were first discussed over 20 years ago, between industrial marketing and consumer marketing and to suggest new ways to frame the debate on the B2BC dichotomy. Design...

... between industrial and consumer marketing. Design/methodology/approach The paper is a reflection on the evolution of the discipline of industrial marketing since the author's first publication in this area 40 years ago, and an analysis of the impact on this discipline of five interrelated forces...

... measurement, where the assumptions made five years ago cannot necessarily be treated as appropriate to the current situation. © Emerald Group Publishing Limited 2006 Measurement Consumer marketing Marketing communications Return on investment The last 15 years have seen enormous strides...

... with various channel members (Avlonitis, 1985). © MCB UP Limited 2001 Market orientation Industrial marketing Consumer marketing Marketing literature The marketing literature reflects a remarkable variety of definitions about market orientation (MO) (Tuominen et al., 1999...

... , 1992b ; Tung, 1983 , to name just a few), few empirical studies have been conducted. © MCB UP Limited 1995 Consumer marketing Global marketing Industrial marketing National cultures Negotiating The impact of international business to American companies has been considerably...

... is the biggest outside influence and what information is found most useful, least useful, and which information would the surveyed like to see more of. Consumer Marketing Industrial Marketing Forecasting Marketing Planning Woody Hayes, the former Ohio State football coach, when asked why he...