An Empirical Investigation of the Information Sources used during the Industrial Buying Process

It is important for industrial marketers to gain a high degree of synergy among the various elements of their promotional mix. To that end, the authors investigate the sources of information sought by decision participants during the industrial buying process. They also examine those factors that help determine why certain information sources are used during the procurement decision-making process. The results suggest that industrial marketers should consider seriously the use of communications vehicles to supplement the traditional reliance on the industrial salesperson.