Abstract
Understanding the behaviour of the organizational customer is one of the most important challenges facing the industrial marketing manager. Sales of goods or services to organizational customers account for a significant proportion of all marketing activity and the majority of companies which operate in the economy are in business to satisfy the needs of this type of customer.
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References
Ames, B. Charles, (1970) ‘Trappings vs Substance in Industrial Marketing’, Harvard Business Review, 48, July/August, pp. 93–102.
Johnston, J. K. and Spekman, R. E. (1982) ‘Industrial Buying Behaviour: a Need for an Integrative Approach’, Journal of Business Research, 10, June, pp. 135–46.
Moller, K. E. K. (1985) ‘Research Strategies in Analyzing the Organizational Buyine Process’. Journal of Business Research. 13. August.
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© 1986 Stephen T. Parkinson and Michael J. Baker
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Parkinson, S.T., Baker, M.J., Moller, K. (1986). Organizational Buying Behaviour and Industrial Marketing. In: Organizational Buying Behaviour. Palgrave Macmillan, London. https://doi.org/10.1007/978-1-349-08048-9_1
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DOI: https://doi.org/10.1007/978-1-349-08048-9_1
Publisher Name: Palgrave Macmillan, London
Print ISBN: 978-1-349-08050-2
Online ISBN: 978-1-349-08048-9
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