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| Author: | McWilliams, R. D. Naumann, E. Scott, S. |
| Title: | Determining buying center size (Einkaufsentscheidung) |
| Journal: | Industrial Marketing Management
1992 : FEB, VOL. 21:1, p. 43-49 |
| Index terms: | |
| Freeterms: | MARKETINGSTRATEGIE, EINKAUFSORGANISATION |
| Language: | eng |
| Abstract: | The two key themes of competitive strategies in the 1990's are product quality and customer service. If the 'customer' is viewed as a firm, industrial marketers may have difficulty achieving customer satisfaction. Instead , a 'customer' must be viewed as a group of individuals, each with unique interest, knowledge, and decision criteria, who make up a buying center. If the needs of each buying center member are addressed regarding quality and service levels, successful marketing strategies may result. |
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