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| Author: | Horris, M. Berthon, P. Pitt, L. |
| Title: | Assessing the structure of industrial buying centers with multivariate tools |
| Journal: | Industrial Marketing Management
1999 : MAY, VOL. 28:3, p. 263-276 |
| Index terms: | INDUSTRIAL MARKETING MANAGEMENT BUYING CENTRES |
| Language: | eng |
| Abstract: | The buying center has long been a focal point of study by academic researchers, and of concern to practitioners in the field of business-to-business marketing. Organizational purchasing tends to be a more complex process than consumer buying, not least because the procedure is one in which a number of parties impact on the decision in a variety of ways. Decisions to purchase within an organization are generally the net result of the inputs of various functional departments and specialists as well as various in-company political alliances and interest groups. |
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