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A Model of Industrial Buyer Behavior
Jagdish N. Sheth
Journal of Marketing
Vol. 37, No. 4 (Oct., 1973), pp. 50-56
Published by: American Marketing Association
Stable URL: http://www.jstor.org/stable/1250358
Page Count: 7
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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.
Journal of Marketing © 1973 American Marketing Association