Understanding the environment of industrial marketing and how decisions are made in regard to suppliers and products involves a basic knowledge of what the industrial marketplace is, how it differs from consumer markets and behavior, and how factors unique to the industrial buying environment interact to influence ultimate buying decisions. Three models of organizational buying behavior are used to illustrate the development of effective industrial marketing strategy.
CITATION STYLE
Jenkins, R. L., & Samiee, S. (2016). The Application of Organizational Behavior Models to the Development of Effective Industrial Marketing Strategy. In Developments in Marketing Science: Proceedings of the Academy of Marketing Science (p. 367). Springer Nature. https://doi.org/10.1007/978-3-319-16934-7_91
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