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six buying roles

 
 
model's image

characteristics

author:
Wind, Yoram and Webster, Frederick E.
country:
United States
period:
1972
type:
model
role:
consultant, change agent, manager and programme & project manager
activity:
analyse, design, plan, implement and reflect
topic:
marketing & sales
abstr. level:
organisation
perspective:
sociopolitical
status:
under review
module:
personal selling
comments:
0
 

description:

In the early 1970's, the industrial marketing professors Frederick E. Webster and Yoram Wind, developed the 'buying centre' concept in order to structure large scale sales in complex corporate environments. In the early 1980's, Thomas Bonoma expanded their original list of five roles with the role of initiator. The concept then classified six buying roles for members of the organisation in the pu...

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