| Tekijä: | Barclay, D.W. |
| Otsikko: | Organizational buying outcomes and their effects on subsequent decisions |
| Lehti: | European Journal of Marketing
1992 : VOL. 26:4, p.48-64 |
| Asiasana: | BUYING DECISION MAKING ORGANIZATION MARKETING MANAGEMENT |
| Kieli: | eng |
| Tiivistelmä: | A specific buying decision can be one transaction in a series of associated transactions. Managing relationships and developing postpurchase marketing programmes require knowledge of the outcome. A two-dimensional framework is proposed; the first dimension is the organizational focus, the second one is the decision process. The organization is considered a buying centre. A model of organizational buying and outcomes is constracted, a series of outcomes and related activities, and a taxonomy of outcomes is developed; 22 propositions about task and non-task outcomes are suggested. Managerial implications are summarized and research directions are offered. |
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