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| Author: | Bunn, M.D. |
| Title: | Taxonomy of buying decision approaches (Einkaufsentscheidung; Sales Management; Absatzstrategie) |
| Journal: | Journal of Marketing
1993 : JAN, VOL. 57:1, p. 38-56 |
| Index terms: | |
| Freeterms: | EINKAUF |
| Language: | eng |
| Abstract: | The author reports the development of a classification scheme of buying patterns and situations. It consists of 6 prototypical 'buying decision approaches' identified through an empirically based taxonomy development procedure. The findings are useful to marketing managers, who can view their customer segments in terms of the categories in the taxonomy. Further it provides a tool by which sales representatives can develop adaptive selling approaches based on a small set of buying situations and corresponding buying decision appraches. |
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