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Organisational Buying Behaviour

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Marketing Theory and Practice
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Abstract

The competitive business environment of today has a major impact on marketing and procurement strategies. In order to develop these strategies effectively, it is important to understand as much as possible about the nature of the buyer-seller interaction which is changing with the influence of technology development, shortened product life-cycles, and the demands being placed on industrial customers by their customers. Thus an understanding of organisational buying behaviour (OBB) becomes fundamental not only for the development of appropriate industrial marketing strategies but also has significant implications for the development of procurement strategy within the buying organisation.

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Authors

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Michael J. Baker Olivier Badot Ken Bernard Stephen Brown Douglas Brownlie Sara Carter K. C. Chan Bernard Cova Keith Crosier Adamantios Diamantopoulos Bill Donaldson Sean Ennis Pervez Ghauri Susan J. Hart Peter Leeflang Dale Littler Michael C. Mcdermott Lyn Mcgregor Shan Rajagopal Daniel Tixier John Webb

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© 1995 Shan Rajagopal

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Rajagopal, S. (1995). Organisational Buying Behaviour. In: Baker, M.J., et al. Marketing Theory and Practice. Palgrave, London. https://doi.org/10.1007/978-1-349-24260-3_5

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