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Chapter 3 Organisational Buying Behaviour

DOI: 10.23912/978-1-906884-54-3-1760

ISBN: 978-1-906884-54-3

Published: November 2011

Component type: chapter

Published in: Business Marketing: The Theory and Practice of B2B

Parent DOI: 10.23912/978-1-906884-54-3-2069



This chapter introduces traditional views about organisational buying behaviour, before progressing to consider the importance of relationships and the contribution that systems and technology have made to this aspect of business marketing. The chapter starts with a comparison of the main characteristics associated with both consumer and organisational purchasing behaviour. Then, following an examination of the decision making unit and the decision making processes generally assumed to be adopted by organisations, the focus moves to reflect upon the different influences that can impact on an organisation’s purchasing activities. The last section looks at the nature of uncertainty and the way in which organisations attempt to reduce buyer-perceived risk. It ends by examining how relationships between buyers and sellers can evolve and affect the purchasing behaviour of organisations.

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  • Chris Fill (Author)
  • Scot McKee (Author)

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  • Chris Fill (Author)
  • Scot McKee (Author)

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Fill & McKee, 2011

Fill, C. & McKee, S. (2011) "Chapter 3 Organisational Buying Behaviour" In: Fill, C. & McKee, S. (ed) . Oxford: Goodfellow Publishers http://dx.doi.org/10.23912/978-1-906884-54-3-1760


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Chapter 3 Organisational Buying Behaviour [Details]Price: €5.99*Licences / Downloadable file

Published in Business Marketing: The Theory and Practice of B2B

Chapter 3 Organisational Buying Behaviour [Details]Price: €5.99*Licences / Downloadable file
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