Description:
Understanding how organizations make purchasing decisions is crucial for B2B marketers, sales professionals, and business strategists. Organizational Buying Behavior by Yoram (Jerry) Wind explores the complex processes behind corporate purchasing, uncovering factors that influence decision-making at an institutional level. This volume, part of the Legend in Marketing series, delves into buyer motivation, vendor selection criteria, and the role of relationships in business procurement.
Wind's research revolutionized B2B marketing by introducing systematic models for analyzing buying behavior, allowing businesses to craft more effective sales and marketing strategies. The book features key studies, real-world applications, and expert commentaries that provide fresh perspectives on purchasing psychology, risk management, and market dynamics.
Essential for marketing scholars, industry professionals, and procurement managers, this volume is a must-read for those looking to enhance their understanding of corporate buying decisions. Whether you're in sales, consulting, or academic research, Organizational Buying Behavior provides data-driven insights to improve competitive positioning in today's evolving marketplace.
Brief description: Yoram (Jerry) Wind joined Wharton in 1967 with a doctorate from Stanford and since 2017 hasbeen the Lauder Professor Emeritus and Professor of Marketing. Among his many innovations at Wharton, he founded the Wharton "Think Tank" - The SEI Center for Advanced Studies in Management and directed it for three decades.