What a marketing manager needs to know about organizational buying behavior.
Written in 2001; 1,440 words; 4 sources; MLA; $ 47.95
Paper Summary:
This paper explains the differences between consumer and organizational buying behaviour and the influences on organizational buyers. The writer begins by explaining the concept of organizational buying including how it differs from consumer buying, before proceeding to an analysis of the main influences on organizational buyers and how one would utilize those to attempt to win a contract.
From the Paper:
"For the marketing manager of an organisation to operate in an effective and efficient fashion, it is imperative that they possess a sound understanding of organisational buying behaviour. A thorough understanding of the differences between consumer and organisational buying, and thus the influences on organisational buyers, enables a marketer to correctly identify the best way to market their product or service to the organisation they are interested in doing business with."
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