Understanding the environment of industrial marketing and how decisions are made in regard to suppliers and products involves a basic knowledge of what the industrial marketplace is, how it differs from consumer markets and behavior, and how factors unique to the industrial buying environment interact to influence ultimate buying decisions. Three models of organizational buying behavior are used to illustrate the development of effective industrial marketing strategy.
- Personal Selling
- Sheth Model
- Individual Decision Maker
- Industrial Marketing
- Fundamental Assertion
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.
This is a preview of subscription content, access via your institution.
Tax calculation will be finalised at checkout
Purchases are for personal use onlyLearn about institutional subscriptions
Editors and Affiliations
© 2016 Academy of Marketing Science
About this paper
Cite this paper
Jenkins, R.L., Samiee, S. (2016). The Application of Organizational Behavior Models to the Development of Effective Industrial Marketing Strategy. In: Gitlow, H.S., Wheatley, E.W. (eds) Proceedings of the 1979 Academy of Marketing Science (AMS) Annual Conference. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-16934-7_91
Publisher Name: Springer, Cham
Print ISBN: 978-3-319-16933-0
Online ISBN: 978-3-319-16934-7