search query: @indexterm BUYING CENTRES / total: 28
reference: 21 / 28
| Author: | Lynn, S. A. |
| Title: | Identifying buying influences for a professional service: implications for marketing efforts. |
| Journal: | Industrial Marketing Management
1987 : MAY, VOL. 16:2, p. 119-130 |
| Index terms: | ACCOUNTING PROFESSION ACCOUNTANTS BUYING CENTRES |
| Language: | eng |
| Abstract: | The structure of a buying center for CPA services is analyzed. The results suggest that CPA buying centers are similar in size and in the number of levels of corporate hierarchy and functional areas to buying centers for other industrial services. Various buying center characteristics were associated with differences in CPA buying center structure. The relationship of the results to prior industrial marketing research and their implications for marketing CPA services are discussed. |
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