haku: @indexterm Industrial marketing / yhteensä: 439
viite: 74 / 439
| Tekijä: | Tanner, J., Jr. |
| Otsikko: | Organizational buying theories: a bridge to relationships theory |
| Lehti: | Industrial Marketing Management
1999 : MAY, VOL. 28:3, p. 245-256 |
| Asiasana: | INDUSTRIAL MARKETING MANAGEMENT THEORIES |
| Kieli: | eng |
| Tiivistelmä: | Organizational buying is an area that may have seen interest decline as researchers shift their attention to define and understand the nature of business relationships. In fact, many researchers have called for research that focuses on the dyad, rather than the buyer. Others have claimed that the traditional organizational buying theories are too transactional in nature to explain business relationships. This article builds bridges from classic approaches to organizational buying behavior to relationships research and discusses some of the barriers and potential solutions to problems in organizational buying research that may inhibit the use of such approaches. |
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