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Organizational Buying Behaviour

Name: Organizational Buying Behaviour
Brand: PALGRAVE MACMILLAN
SKU: 04594202
Price: 173.59 EUR
Availability: InStock
Author: Stephen T. Parkinson
ISBN: 9780333393512

Purchasing and Marketing Management Implications

Stephen T. Parkinson

Michael J. Baker

K. Moller

Lingua

Inglese

Libro Rigido

Codice Libristo: 04594202

Casa editrice PALGRAVE MACMILLAN

The markets which most managers operate in today are subject to rapid change, making it vitally impo... Descrizione completa

Codice Libristo: 04594202

425 b

173.59 €

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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.