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Webster Jr, F.E. and Wind, Y. (1972), “A general model for understanding organisational buying behavior”, Journal of Marketing, Vol. 36, No. April, pp. 12–19.
Further Reading
Josephson, B. W., Lee, J-Y., Mariadoss, B. J. and Johnson, J. J. (2019), “Uncle sam rising: Performance implications of business-to-government relationships”, Journal of Marketing, Vol. 83, No. 1, pp. 51–72.
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Prior, D.D. (2021). Organisational Buying: Accepted Wisdom. In: Organisational Buying. Palgrave Macmillan, Cham. https://doi.org/10.1007/978-3-030-67414-4_1
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DOI: https://doi.org/10.1007/978-3-030-67414-4_1
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