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Understanding Organisational Buying: Some Guidelines for Marketing Decision Makers
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Little, if any real work has yet been undertaken which attempts to quantify simple relationships in industrial buyer behaviour which recur in the various models. These relationships broadly encompass the influence of organisational dynamics on group decision making, interaction between the organisation and its environment, specification of the characteristics of the items purchased and the extent to which a purchase is a new departure for the buying organisation.
Title: Understanding Organisational Buying: Some Guidelines for Marketing Decision Makers
Description:
Little, if any real work has yet been undertaken which attempts to quantify simple relationships in industrial buyer behaviour which recur in the various models.
These relationships broadly encompass the influence of organisational dynamics on group decision making, interaction between the organisation and its environment, specification of the characteristics of the items purchased and the extent to which a purchase is a new departure for the buying organisation.
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