Informal Communication in Industrial Markets

Frederick E. Webster

100 citations0/0 files storedJournal of Marketing Research

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Marketing and Advertising Strategies Customer Service Quality and Loyalty Digital Marketing and Social Media

Abstract

Interviews with industrial buyers failed to identify a significant amount of word-of-mouth communication in industrial markets and suggested a key role for manufacturers’ salesmen.

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1963Diffusion of Innovations 1969Risk Taking and Information Handling in Consumer Behavior

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2000Viral Marketing - Establishing Customer Relationships by 'Word-of-mouse'2006Connected marketing : the viral, buzz and word of mouth revolution 1978The Adoption of Export as an Innovative Strategy 1971Word-of-Mouth Communication in the Industrial Adoption Process 2005Modeling innovation, manufacturing, diffusion and adoption/rejection processes 2007The role of corporate brand image in the selection of new subcontractors 1994Using Industrial Key Informants: Some Guidelines 1975Patterns of Interorganizational Communications and the Diffusion of a Major Technological Innovation in a Competitive Industrial Community

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