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Although industrial market research has generated large data banks on organizational buyers, very little from the existing data seems helpful to management. What is needed before more data is collected is a realistic conceptualization and understanding of the process of industrial buying decisions. This article integrates existing knowledge into a descriptive model to aid in industrial market research.
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Jagdish N. Sheth (Mon,) studied this question.
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Journal of Marketing
University of Illinois Urbana-Champaign
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