Differences between industrial and consumer product managers

Wm Theodore Cummings, Donald W. Jackson, Lonnie L. Ostrom

Research output: Contribution to journalArticle

31 Scopus citations

Abstract

Marketing decision areas and general background characteristics of industrial and consumer product managers are examined in this article. A discriminant analysis identifies those marketing decision areas that separate industrial and consumer product managers. The position of industrial product manager was found to be more of a marketing coordinator while the consumer product manager was found to be a more active decision maker.

Original languageEnglish (US)
Pages (from-to)171-180
Number of pages10
JournalIndustrial Marketing Management
Volume13
Issue number3
DOIs
StatePublished - Aug 1984
Externally publishedYes

ASJC Scopus subject areas

  • Marketing

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