Organizational Buying Behaviour and Industrial Marketing

Stephen T. Parkinson, Michael J. Baker and K. Moller

Chapter 1 in Organizational Buying Behaviour, 1986, pp 1-17 from Palgrave Macmillan

Abstract: Abstract Understanding the behaviour of the organizational customer is one of the most important challenges facing the industrial marketing manager. Sales of goods or services to organizational customers account for a significant proportion of all marketing activity and the majority of companies which operate in the economy are in business to satisfy the needs of this type of customer.

Keywords: Market Orientation; Organizational Design; Marketing Manager; Industrial Market; Marketing Concept (search for similar items in EconPapers)
Date: 1986
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Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-1-349-08048-9_1

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DOI: 10.1007/978-1-349-08048-9_1

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