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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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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Organizational Buying Behaviour: Purchasing and Marketing Management Implications

Organizational Buying Behaviour: Purchasing and Marketing Management Implications

Organizational Buying Behaviour: Purchasing and Marketing Management Implications

Organizational Buying Behaviour: Purchasing and Marketing Management Implications

Overview

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.

Product Details

ISBN-13: 9780333393512
Publisher: Palgrave Macmillan UK
Publication date: 06/18/1986
Series: Purchasing and Marketing Management Implications
Edition description: 1986
Pages: 271
Product dimensions: 5.51(w) x 8.50(h) x (d)

About the Author

Author Michael J. Baker: Michael is eminent in the field of marketing. He founded the Department of Marketing at the University of Strathclyde, UK, in 1971, the first ever Department of Marketing in the UK. He is the founding editor of the Journal of Marketing Management and Journal of Customer Behaviour. He has supervised over 80 PhD students, 18 of whom are now Professors of Marketing.

Table of Contents

List of Figures - List of Tables - List of Case Histories - Preface - Organizational Buying Behaviour and Industrial Marketing - Locating Purchasing Decisions in the Organization - Professional Aspects of Organizational Buying Behaviour - Buying Decision Models: Influences on Choice - Organizational Buying Process - The Context of Organizational Buying Behaviour - Organizational Buying Behaviour as an Interaction Process - Developing the Market for New Industrial Products - Overview and Summary - References - Index
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