In industrial marketing settings, the relationship between buyer and seller is frequently long term, close and involving a complex pattern of interaction between and within each company. The marketers' and buyers' task in this case may have more to do with maintaining these relationships than with making a straightforward sale or purchase.

H. Hakansson (1982), International Marketing and Purchasing of Industrial Goods: An Interaction Approach. London: John Wiley and Sons, p. 14; as cited in : Christian Homburg (2001, 16)