Under the influence
13 September 2012
Organisational buying behaviour is affected by many factors, not least the individuals doing the buying. Jacqui Bishop explains what your marketers should do in the process
Buying behaviour in industrial or business-to-business markets can be complex to participants and observers. In fact, because of the characteristics associated with industrial markets, organisational buying behaviour can actually be more complex than in consumer markets.
In industrial markets, the customer is another organisation. In many cases, this body has...