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Home→The Westburn Dictionary of Marketing→O→organizational marketing

organizational marketing

Definition:
A development of the well established term 'INDUSTRIAL MARKETING' to cover the MARKETING of all goods and services between one organization and another. The marketing approach is thus identifiably linked to the subsumed existence of ORGANIZATIONAL BUYER BEHAVIOUR. The key CONCEPT is that the fundamental differentiating feature between types of marketing activity is not the nature of the goods being traded, but the nature of the demand. Whereas CONSUMERS are perceived as buying frequently (if not always) for immeasurable personal satisfaction, organizations are seen as buying deliberately, usually with quantifiable benefits in view. Marketers thus require to base their approaches accordingly - even if the PRODUCT being traded is for eventual personal consumption.

Cross-References:
[organizational buyer behaviour] [industrial marketing] [business-to-business marketing] [marketing] [consumer] [product] [concept]

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© Westburn Publishers Ltd 2002, The Westburn Dictionary of Marketing edited by Michael J Baker, ISBN 978-0-946433-01-8. www.themarketingdictionary.com. Entry: [Ken N. Bernard], [1998].