The Industrial/Consumer Marketing Dichotomy: A Case of Insufficient Justification
质疑工业营销与消费者营销的传统二分法，认为两者差异不足以支撑这一划分，并指出相似性更有助于发展营销知识。
Academicians have traditionally acknowledged that industrial and consumer marketing are different. A fundamental question raised in this paper is whether the importance of these differences is sufficient to justify this commonly accepted dichotomy. Moreover, the similarities between industrial and consumer marketing are viewed as more useful in developing marketing knowledge.