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portada Organizational Buying Behaviour: Purchasing and Marketing Management Implications
Type
Physical Book
Publisher
Author
Year
1986
Language
English
Pages
271
Format
Hardcover
ISBN13
9780333393512
Edition No.
1986
Categories

Organizational Buying Behaviour: Purchasing and Marketing Management Implications

Michael J. Baker; Stephen T. Parkinson (Author) · Palgrave Macmillan · Hardcover

Organizational Buying Behaviour: Purchasing and Marketing Management Implications - Michael J. Baker; Stephen T. Parkinson

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Synopsis "Organizational Buying Behaviour: Purchasing and Marketing Management Implications "

The markets which most managers operate in today are subject to rapid change, making it vitally important to know as much about the behaviour of their customers as possible. This book looks at the behaviour of the organizational customer and is designed to help the industrial marketing manager understand and predict his customers' behaviour effectively. It is based on a distillation of the views of academic researchers who have investigated organizational buying decisions over the last twenty years or so, but the discussion is always pragmatic and is strongly influenced by the real industrial consultancy problems which the authors have faced. Extended case histories of specific buying decisions are used to illustrate the discussion, and an annotated bibliography makes this a useful source reference for those wishing to study organizational buying decisions further.

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