A General Model for Understanding Organizational Buying Behavior

Webster Jr., Frederick E.; Wind, Yoram
March 1996
Marketing Management;Spring/Winter96, Vol. 4 Issue 4, p52
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.''


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