...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...

...Elizabeth J. Wilson; Arch G. Woodside Both marketing executives and consumers engage in a combination of automatic and strategic (i.e. controlled) thinking and doing processes when they become aware of problems/opportunities. Similarities and departures in these processes among executives...