Overview and Summary

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

Chapter 9 in Organizational Buying Behaviour, 1986, pp 250-256 from Palgrave Macmillan

Abstract: Abstract In Chapter 1 we stated that the purpose of this book is: to examine the current state of the art in terms of our understanding of organizational buying decisions in order to show the industrial marketing manager how to use this knowledge to get closer to the industrial customer and ahead of the competition. In this chapter we shall seek to summarize the key issues and factors discussed in the book as a whole with a view both to recapitulating and reinforcing these as well as to enable the reader to determine how well we have succeeded in achieving our original purpose. To begin with, however, it would be helpful to list the key issues which we have addressed in each of the chapters.

Keywords: Industrial Marketer; Selective Perception; Industrial Customer; Marketing Orientation; Industrial Marketing (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_9

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DOI: 10.1007/978-1-349-08048-9_9

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