Abstract
Marketing scholars and practitioners have long acknowledged the multi-person, communicative nature of the business to business buying process. This process is often complex and may involve several people at all levels of the firm.
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Quigley, C.J., Bingham, F.G., Patterson, M. (2015). Marketing Implications of Business to Business Buying: A Model of the Information Flow of the Purchasing Decision Process. In: Crittenden, V.L. (eds) Proceedings of the 1992 Academy of Marketing Science (AMS) Annual Conference. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-13248-8_14
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DOI: https://doi.org/10.1007/978-3-319-13248-8_14
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