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市场营销课件Masters Lec 3 Consumer and Organisational Buying Behaviour
Organisational Structures - A Typical Buying Process Comparison of Consumer and Organisational Buying Behaviour Consumers Organisational Buyers What When How much to buy Why Who from Consumer / Organisation buying decisions References (Red = recommended reading) Baron, S., Davies, B., Swindley, D., (1991), Macmillan Dictionary of Retailing, Macmillan Press Chisnall, P.M., (1985, 1992), Marketing Research, McGraw-Hill Diamond, J., Pintel, G., (2001), Retail Buying, 6th ed. Prentice Hall Maslow, A.H., (1943), A Theory of Human Motivation, Psychological Review, 50, 370-396 Maslow, A.H.,(1970), Motivation and Personality, Harper Row, 2nd ed. O’Shaunessey, J., (1987), Why People Buy, Oxford Press Patwardham, M. Flora, P. Gupta, A. 2010. Identification of secondary factors that influence consumer’s buying behaviour for soap chocolates. The UIP Journal of Marketing Management. 9(12). 55-72. Pelau, C. Vladoi, A.D. Fufezan, M. Dinca, V.M. Ghinea, V. 2010. The influence of knowledge dynamics on consumer behaviour. Conference proceedings at the European Conference on Intellectual Capital. Risch, E.H., (1987), Retail Merchandising, Merrill Sheth, J., (1986), Marketing Management, South-Western Publishing Sheth, J., Mittal, B., Newman, B., (1999), Consumer Behaviour, The Dryden Press Shuch, M., 1998 Retail Buying and Merchandising, Prentice Hall Walters, D, White, D., (1987, 1989), Retail Marketing Management, Macmillan Press Webster, Jnr., F.E., Wind, Y., (1972), A General Model for Understanding Organizational Buying Behaviour, Journal of Marketing, 36:2, 12-19 * * Consumer and Organisational Buying Behaviour Corinna Budnarowska Intended Learning Outcomes To understand the importance of: Consumer Behaviour Buyer Behaviour To be able to make the link as to how consumer behaviour drives buyer behaviour To understand the various types of consumers To understand the varying organisational buying structures that exist, and be able to credibly critique these Let’s
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