Industrial Buying Behaviour: A Review of Literature and Research Needs

Abstract

I. Introduction Over the past twenty years, attempts have been made to advance knowledge on industrial buying behaviour as the basis for marketing strategy decisions. In spite of the recent proliferation of research interests in this area, there remains limited information on questions such as the locus of buying responsibility and the nature of the buying process within potential customer organisations. A brief summary of industrial buying literature serves to exemplify this point:

Citation

Kennedy, A.M. (1982), "Industrial Buying Behaviour: A Review of Literature and Research Needs", Management Decision, Vol. 20 No. 1, pp. 38-51. https://doi.org/10.1108/eb001288