Buying is Marketing Too, Journal of Marketing
Marketing is widely viewed as a subject serving the interest of sellers. Buyers are typically studied from the perspective of helping sellers achieve their objectives. Earlier students of marketing studied both parties to the market transaction and how each pursued their marketing advantage. The buyer has a broad range of marketing strategies available to increase the chances of consummating the desired transaction. This article attempts to restore interest among marketing practitioners and scholars in the objectives and strategies of the buyer.
Philip Kotler, Sidney Levy
Kotler, Philip, and Sidney Levy. 1973. Buying is Marketing Too. Journal of Marketing. 37(1): 54-59.