The objective of this chapter is to explain the decision-making process underlying organizational-buying behavior. Three main questions are addressed: Who is the buyer? What is the meaning of organizational-buying behavior? What are the main factors affecting organizational-buying behavior? In addition, different theories of buying behavior are described that help the analysis of organizational-buying behavior.
CITATION STYLE
Fließ, S., Johnston, W., & Sichtmann, C. (2015). Business Buying Behavior (pp. 171–226). https://doi.org/10.1007/978-3-319-12463-6_4
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