 | Learning Objectives
(See related pages)
- The characteristics of organizational buying
- The dimensions of organizational buying
- The nature and marketing implications of who buys, how organizations buy and the choice criteria used to evaluate products
- The influences on organizational buying behaviour—the buy class, product type and purchase importance—and their marketing implications
- The developments in purchasing practice: just-in-time and centralized purchasing, reverse marketing and leasing
- The nature of relationship marketing and how to build customer relationships
- The development of buyer–seller relationships
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