Organizational Buying Behaviour and Industrial Marketing

  • Stephen T. Parkinson
  • Michael J. Baker
  • K. Moller


Understanding the behaviour of the organizational customer is one of the most important challenges facing the industrial marketing manager. Sales of goods or services to organizational customers account for a significant proportion of all marketing activity and the majority of companies which operate in the economy are in business to satisfy the needs of this type of customer.


Market Orientation Organizational Design Marketing Manager Industrial Market Marketing Concept 
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  2. Johnston, J. K. and Spekman, R. E. (1982) ‘Industrial Buying Behaviour: a Need for an Integrative Approach’, Journal of Business Research, 10, June, pp. 135–46.CrossRefGoogle Scholar
  3. Moller, K. E. K. (1985) ‘Research Strategies in Analyzing the Organizational Buyine Process’. Journal of Business Research. 13. August.Google Scholar
  4. Peters, Thomas J. and Waterman, Robert H. (1982) In Search of Excellent, Lessons from America’s Best Run Companies (New York, Harper & Row).Google Scholar
  5. Wind, Y. and Thomas, R. J. (1980) ‘Conceptual and Methodological Issues in Organizational Buying Behaviour’, European Journal of Marketing, 14, 5/6, pp. 239–263.CrossRefGoogle Scholar

Copyright information

© Stephen T. Parkinson and Michael J. Baker 1986

Authors and Affiliations

  • Stephen T. Parkinson
  • Michael J. Baker
  • K. Moller

There are no affiliations available

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