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The Organizational Buying Center: Innovation, Knowledge Management and Brand - Abstract

Authors

Wesley J. Johnston (wesleyj@gsu.edu), Georgia State University
Jennifer D. Chandler (
jechandler@Exchange.fullerton.edu), University of Hawaii

Abstract

The notion of the buying center was introduced in the marketing literature over 30 years ago. Since then, the study of the buying center has evolved dramatically. Buying center scholars have collectively examined the buying center at varying levels of analysis including the organizational, situational, group, and individual levels. The purpose of this chapter is to review 40 years of buying center research to propose a dynamic multi-level networks perspective that can assist with shedding light on the current effects of technology, innovation, internationalization, and social media.

    The Handbook of Business-to-Business Marketing

    This chapter is part of the ISBM Handbook of Business-to-Business Marketing, edited by Professors Gary Lilien and Raj Grewal. The Handbook of Business-to-Business Marketing is available from Edward Elgar Publishing and other online book retailers.

    As the authors retain the copyright to their chapters, only they have the right to use or distribute their chapter. If you would like a copy of this chapter, please contact the author or authors directly through their emails included above.

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