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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.

Organizational Buying Behaviour: Purchasing and Marketing Management Implications

List of Figures - List of Tables - List of Case Histories - Preface - Organizational Buying Behaviour and Industrial Marketing - Locating Purchasing Decisions in the Organization - Professional Aspects of Organizational Buying Behaviour - Buying Decision Models: Influences on Choice - Organizational Buying Process - The Context of Organizational Buying Behaviour - Organizational Buying Behaviour as an Interaction Process - Developing the Market for New Industrial Products - Overview and Summary - References - Index