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Tài liệu giáo trình môn Marketing management_ Chapter " Organizational Buying Behavior", dành cho sinh viên bậc đại học, cao học đang theo học các ngành kinh tế, marketing. | MARKETING MANAGEMENT RUSSELL S. WINER Organizational Buying Behavior Chapter 5 . . f f f Key Learning Points The key differences between consumer and industrial marketing. Market segmentation for marketing to organizations. Understanding why organizational buyers make decisions. Understanding how organizations make purchasing decisions. The importance of knowing where and when such purchases are made. Russell S. Winer When a firm markets a product or service to another organization it is called organizational marketing industrial marketing and since the Internet boom of the late 1990s B-to-B business-to-business marketing.
