Abstract
This exploratory study focuses on the use of buying center purchase responsibilities as a basis for industrial market segmentation. Analysis of buying centers revealed differences between organizations with “overlapping” versus “position-dominant” patterns of purchase responsibility. Hypotheses supporting overlapping versus position-dominant buying centers are discussed, and implications for industrial marketing management are proposed.
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Thomas, R.J. Industrial market segmentation on buying center purchase responsibilities. JAMS 17, 243–252 (1989). https://doi.org/10.1007/BF02729816
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DOI: https://doi.org/10.1007/BF02729816