TITLE

A General Model for Understanding Organizational Buying Behavior

AUTHOR(S)
Webster Jr., Frederick E.; Wind, Yoram
PUB. DATE
March 1996
SOURCE
Marketing Management;Spring/Winter96, Vol. 4 Issue 4, p52
SOURCE TYPE
Periodical
DOC. TYPE
Article
ABSTRACT
In each issue of MARKETING MANAGEMENT we reprint an important article from a past issue of one of our sister publications. This article, published in the Journal of Marketing in April 1972, proves the old aphorism, "There is nothing as useful as a good theory," according to its authors. "Basically," said Webster, "[the article], provided a vocabulary for thinking about the process of buyer decision making and, thus, made a surprisingly durable contribution to the conversation.''
ACCESSION #
9604142669

 

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