Ramaswamy V., Gatington H., Reibstein D. Competitive marketing behavior in industrial markets

Article. The Journal of Marketing, Vol. 58, No. 2, 1994, pp. 45-55Outlines a conceptual framework for analyzing differences in competitive marketing behavior of businesses in established industrial markets. Distinction between retaliatory and cooperative marketing behavior; Structural characteristics of the served markets and the cooperative positions of businesses; Models to explain dimensions of competitive marketing behavior at the strategic business level.