haku: @freeterm VERKAUFSFÖRDERUNG, KUNDE / yhteensä: 3
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| Tekijä: | Venkatesh, R. Kohli, A. K. Zaltman, G. |
| Otsikko: | Influence strategies in buying centers (Verkaufsstrategie, Einkaufszentern) |
| Lehti: | Journal of Marketing
1995 : OCT, VOL. 59:4, p. 71-82 |
| Asiasana: | |
| Vapaa asiasana: | VERKAUFSFÖRDERUNG, KUNDE |
| Kieli: | eng |
| Tiivistelmä: | The authors of this article focus on influence strategies used by managers in buying centers. They develop a framework for classifying 6 prominent influence strategies: threats, promises, recommendations, requests, legalistic pleas, and information exchange. They argue that the use of a particular influence strategy is related to source and target characteristics. The authors investigate the pervasiveness of each of the influence strategies. Findings provide insights into the relative effectiveness of the influence strategies and the conditions under which they are more likely to be used. |
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