The Relative Importance of Various Promotional Elements in Different Industrial Purchase Situations
研究了个人销售、贸易展会、促销活动、直邮、技术文献和行业广告等促销要素在五种产品类型和三种采购类别中的相对重要性，发现重要性因产品而异，而非采购类别。
Abstract The relative importance of various promotional elements such as personal selling, trade shows, sales promotions, direct mail, technical literature and trade advertising is examined across five different product types and three different buyclasses. A study of industrial purchasing agents indicated that the relative importance of the promotional elements varied across products but not across buyclasses. Results are discussed and recommendations are made for viewing the importance of promotional elements.