Lecture Marketing (12/e): Chapter 6 – Kerin, Hartley, Rudelius
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Chapter 6 - Understanding organizations as customers. After reading chapter 6, you should be able to: Distinguish among industrial, reseller, and government organizational markets; describe the key characteristics of organizational buying that make it different from consumer buying; explain how buying centers and buying situations influence organizational purchasing; recognize the importance and nature of online buying in organizational markets.
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