Communication and diffusion processes in industrial markets

Investigates communication and diffusion theory in the industrial sector, an area seldom considered. Examines the evidence from consumer markets and then goes on to extend these approaches for industrial marketing. States that the theory of diffusion of innovations should be modified for industry by the introduction of individual and economic factors; identification of forms of influence of the kind not requiring interpersonal interaction and their effect on the adoption decision; and the development of data. Concludes by questioning the relevance of diffusion to the industrial market if it is not proven to be a systematic predictable process.