INTERACTION PARADIGM

The common understanding that Industrial Marketing – and in particular Sales – is being performed through several phases of current interaction between supplier and customer has been called Interaction Paradigm. Opposite to spontaneous, unprepared, consumer good purchase decisions, the Interaction Paradigm stresses that Industrial Marketing includes several marketing phases. These include contacting, preparation, inquiry and offer, negotiation, closing the contract, then step-by-step implementation and utilisation, in parallel After Sales activities which need to be analysed and understood for professional industrial marketing purposes.

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