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2015 | OriginalPaper | Buchkapitel

Buying Center-Analyse: Wo kommen wir her, wo stehen wir, wo sollten wir hin?

verfasst von : Prof. Dr. Uta Herbst, Birte Kemmerling

Erschienen in: Handbuch Business-to-Business-Marketing

Verlag: Springer Fachmedien Wiesbaden

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Zusammenfassung

Seit über 40 Jahren beschäftigt sich die Industriegütermarketing-Forschung mit der Analyse des Beschaffungsverhaltens von Unternehmen. In diesem Zusammenhang kommt der Analyse des Buying Centers, das für den organisationalen Einkauf verantwortliche Gremium, eine besondere Aufmerksamkeit zu. Interessanterweise gibt es bisher jedoch – trotz der Vielzahl an Studien in diesem Bereich – keine Arbeit, die die existierenden Erkenntnisse der Buying Center-Analyse umfassend analysiert und zusammenfasst, um weiteren Forschungsbedarf für die Forschung abzuleiten und bestehende Implikationen für die Praxis zu systematisieren. Daher ist es das Ziel des vorliegenden Artikels, einen Überblick zum aktuellen Stand der seit den 1970er Jahren bestehenden Literatur zur Buying Center-Analyse zu schaffen.

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Titel: Buying Center-Analyse: Wo kommen wir her, wo stehen wir, wo sollten wir hin?
verfasst von: Prof. Dr. Uta Herbst
Birte Kemmerling
Verlag: Springer Fachmedien Wiesbaden
Buch: Handbuch Business-to-Business-Marketing
Print ISBN: 978-3-8349-4680-5

Electronic ISBN: 978-3-8349-4681-2

Copyright-Jahr: 2015
DOI: https://doi.org/10.1007/978-3-8349-4681-2_3