Industrial marketing

marketing of industrial goods and services by one business to another

Industrial marketing (or business-to-business marketing) is the marketing of goods and services by one business to another. Industrial goods are those an industry uses to produce an end product from one or more raw materials.


  • Industrial marketing should be understood as a relationship-specific rather than a transaction-specific construct.
    • Christian Homburg, and Bettina Rudolph. "Customer satisfaction in industrial markets: dimensional and multiple role issues." Journal of Business Research 52.1 (2001): 15-33.
  • In industrial marketing settings, the relationship between buyer and seller is frequently long term, close and involving a complex pattern of interaction between and within each company. The marketers' and buyers' task in this case may have more to do with maintaining these relationships than with making a straightforward sale or purchase.
    • Hakan Hakansson (1982), International Marketing and Purchasing of Industrial Goods: An Interaction Approach. London: John Wiley and Sons, p. 14; as cited in : Christian Homburg (2001, 16)

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