Predicting Organizational Buyer Behaviour

Abstract

Considers the need for industrial marketers to understand buyers′ behavioural choices, which are affected by various factors. Examines types of behaviour and their implications for marketing strategy, offering a company example. Concludes that the development of a successful marketing strategy requires the accurate prediction of buyer behaviour, offering a useful model.

Citation

Tanner, J.F. (1990), "Predicting Organizational Buyer Behaviour", Journal of Business & Industrial Marketing, Vol. 5 No. 2, pp. 57-64. https://doi.org/10.1108/EUM0000000002745