Глава 6. Рынок предприятий

И поведение покупателей от имени предприятий

¹ Часть материала взята из: „The College Caterers are Dropping Out”. — Business Week, April 23, 1979, p. 36—37.

² Frederick E. Webster, Jr. and Yoram Wind. „Organizational Buying Behavior”. Englewood Cliffs, N.J:, „Prentice-Hall”, 1972, p. 2.

³ Patrick J. Robinson, Charles W. Paris and Yoram Wind. „Industrial Buying and Creative Marketing”. Boston, „Allyn & Bacon", 1967.

⁴ Webster and Wind. Op. cit., p. 6.

⁵ Ibid., p. 78—80.

⁶ См.: Murray Harding. „Who Really Makes the Purchasing Decision?” — In­dustrial Marketing, September 1966, p. 76. Дальнейшее развитие эта точка зрения получила в работе: Ernest Dichter. «Industrial Buying is Based on Same „Only Human” Emotional Factors that Motivate Consumer Market's Housewife». — Industrial Marketing, February 1973, p. 14—16.

⁷ Webster and Wind. Op. cit, p. 33—37.

⁸ Robinson, Faris and Wind. Op. cit., p. 14.

⁹ Albert W. Frey. „Marketing Handbook”, 2d ed. N.V., „Ronald Pres”, 1965, p. 21.

¹⁰ См.: Leonard Groeneveld. „The Implications of Blanket Contracting for Industrial Purchasing and Marketing”. — Journal of Purchasing, November 1972, p. 51—58; H. Lee Mathews, David T. Wilson and Klaus Backhaus. „ Selling to the Computer Assisted Buyer”. — Industrial Marketing Management, 6, 1977, p. 307—315.

¹¹ См.: Stanley E. Cohen. „Looking in the U.S. Government Market”. — Industrial Marketing, September 1964, p. 129—138.

¹² См. „Out of the Maze”. — Sales and Marketing Management, April 9, 1979.

Глава 7. Сегментирование рынка,

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