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The markets which most managers operate in today are subject to
rapid change, making it vitally important to know as much about the
behaviour of their customers as possible. This book looks at the
behaviour of the organizational customer and is designed to help
the industrial marketing manager understand and predict his
customers' behaviour effectively. It is based on a distillation of
the views of academic researchers who have investigated
organizational buying decisions over the last twenty years or so,
but the discussion is always pragmatic and is strongly influenced
by the real industrial consultancy problems which the authors have
faced. Extended case histories of specific buying decisions are
used to illustrate the discussion, and an annotated bibliography
makes this a useful source reference for those wishing to study
organizational buying decisions further.
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