Marketing and Purchasing of Industrial Goods

Events over the past fifteen years have brought about a shift in the focus of marketing to the exchange relationship (Bagozzi 1975, Day and Wensley 1983, Hunt 1983). Concurrent with this shift in focus has been the growth in the number of studies conducted, particularly by European scholars, utilizing concepts and models that, collectively, have become known as the interaction approach to organizational buying and business marketing (Hakansson and Ostberg 1975, Hakansson 1982, Turnbull and Valla 1982).