Building Business Brands Directly

Stewart Pearson

Chapter 15 in Building Brands Directly, 1996, pp 348-366 from Palgrave Macmillan

Abstract: Abstract The changing organisation of business and the rapid advance of technology have increased the complexity of business-to-business decision-making. Many business marketers could once identify the relatively small number of decision-makers in their target audiences. As business hierarchies become flatter and technical specialists grow in influence, the buying points in customer organisations have increased in number and the varying influences on the buying decision have become more difficult to identify. The balance of power in the traditional model of the multiple decision making unit (dmu) has shifted, away from management, to specialists and users who are also choosers (Figure 15.1).

Keywords: Customer Relationship; North American Free Trade Agreement; Sales Force; Brand Personality; Customer Information (search for similar items in EconPapers)
Date: 1996
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DOI: 10.1007/978-1-349-13771-8_15

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