Consumer Demand or Customer Satisfaction?

In many circles, the study of industrial marketing has been segregated from that of consumer marketing, as if inherently different. This article highlights the significance of the organisational purchaser in all segments of the market. Whilst acknowledging the importance of the views of consumer and end‐users, the article suggests that in focusing on the needs of the organisational customer in the first instance, a degree of unity can be achieved between “industrial” and “consumer disciplines”, at both academic and practitioner level.