who participates in the business to-business buying process?
Post on 18-Aug-2015
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Influencers
People who influence the buying decision, often by helping define specifications and providing information for evaluating alternatives
Gatekeepers
People who have the power to prevent sellers or information from reaching members of the buying center
CreditKOTLER, P. & KELLER, K. 2011. Marketing Management 14th Edition,Upper Saddle River, NJ, Prentice Hall(With due thanks to the owners of Photographs)
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