search query: @author Sashi, C. M. / total: 4
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| Author: | Puri, S. J. Sashi, C. M. |
| Title: | Anatomy of a complex computer purchase (Verkaufsstrategie, Kaufverhalten, Einkaufsentscheidung) |
| Journal: | Industrial Marketing Management
1994 : FEB, VOL. 23:1, p. 17-27 |
| Index terms: | |
| Freeterms: | COMPUTER |
| Language: | eng |
| Abstract: | This paper develops guidelines for managers to formulating marketing strategies in complex purchasing situations. The authors examine a complex computer purchase: the adoption of computer integrated manufacturing (CIM). Implementation of the CIM concept requires several specialist vendors to collaborate and develop solutions for each buyer's needs. They show how suppliers can use structural role analysis to understand buyer behavior and develop the multiple alliances that facilitate buyer/seller interaction in complex purchasing situations. |
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