ORGANIZATIONAL BUYING BEHAVIOR

Organizational buyer behavior with respect to the role gatekeepers play in information control is important in business to business marketing. This book discusses and reports on factors that influence information control such as organizational structure; work climate; task interdependence; environmental uncertainty; and organizational size. Organizations which sell to businesses need to know the implications of information control by gatekeepers (purchasers/buyers) and how this influences the decision-making process of the buying center. It helps them to know which of the various decision-makers that needs to be targeted for marketing strategies. Marketers need to identify key factors influencing response to marketing efforts so as to be able to formulate successful marketing strategies to appropriately target those who matter most in the decision-making process. Marketers, Purchasing Practitioners, Students of Marketing, Purchasing and Business Management; Decision Makers in Top and Middle Management and Management Researchers will find this book very useful.

Autorentext

Richard Glavee-Geo(Msc, Bsc, BA, DipM-CIM UK):Specializes in B2B Marketing; Purchasing; Public Procurement and Supply Chain Mgt. PhD Scholarship holder in Logistics at the Molde University College,Norway. Heidi Jakobsen Gleditsch(Bsc):specializes in B2B Marketing, Travel and Tourism Management.Student,Bodø Graduate School of Business,Norway.