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Analysis reveals key insights on industrial buyer behavior in management, indicating further research is needed.
This paper identifies and discusses several research streams for industrial buyer behavior and the implications for management. The first section begins with a discussion of the historical perspective of industrial marketing, vis-a-vis consumer marketing. The strengths and weaknesses of numerous models available to explain industrial buyer behavior are discussed. The final section suggests future research needs to clarify our understanding of industrial buyer behavior, and presents a model to guide that research.
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Harmon et al. (1997) studied this question.
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