Los puntos clave no están disponibles para este artículo en este momento.
This article applies cognitive script theory to the analysis of the industrial purchase behaviors involved in a computer terminal purchase. Industrial buyers' scripts for the overall new buy purchase process, an initial sales call, a follow-up negotiation meeting, and a modified rebuy situation are established and validated. Implications for industrial marketing research and practice are suggested.
Leigh et al. (Sat,) studied this question.