1994 | OriginalPaper | Chapter
Vom Buying Center zum Buying Network?
Authors : Ralf Klöter, Markus Stuckstette
Published in: Netzwerkansätze im Business-to-Business-Marketing
Publisher: Gabler Verlag
Included in: Professional Book Archive
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Aufgrund der besonderen Bedeutung der Multipersonalität organisationaler Beschaffungsprozesse führte Wind 1967 das Konzept des”Buying Center“1 erstmalig in die Literatur ein.2 Es wird in einer Weiterentwicklung von Webster und Wind definiert als”...all those individuals and groups who participate in the purchasing decision-making process, who share some common goals and the risks arising from the decision.“3