Journal of Marketing · 1973 · 405 citations · 0 references
BusinessBusiness EconomicsConsumer BehaviorIndustrial OrganizationMicroeconomicsBusiness Market ResearchBuy DecisionsMarket AnalysisMarket StructureOrganizational Buying BehaviorBuyer-seller BargainingBuying Decision ProcessIndustrial Buying BehaviorIndustrial Buying ProcessIndustrial SellingMarket Analysis For BuyersMarket Research MethodologyOrganizational Purchase Decision Making
Although industrial market research has generated large data banks on organizational buyers, very little from the existing data seems helpful to management. What is needed before more data is collected is a realistic conceptualization and understanding of the process of industrial buying decisions. This article integrates existing knowledge into a descriptive model to aid in industrial market research.