buygrid framework

 
 
model's image

characteristics

author:
Robinson, Patrick, Wind, Yoram and Faris, C. W.
country:
United States
period:
1967
type:
model
role:
consultant and change agent
activity:
analyse, design, plan and implement
topic:
marketing & sales
abstr. level:
organisation
perspective:
rational
status:
under review
module:
personal selling
comments:
0
 

description:

In 1967, the Canadian, American and Israeli marketing researchers, Robinson, Faris and Wind, introduced the buygrid framework as a generic conceptual model for buying processes of organisations. They saw industrial buying not as single events, but as organisational decision-making processes where multiple individuals decide on a purchase. Their framework consists of a matrix of buyclasses and buyp...

Login