3. Organizations are social constructions. Therefore, organizations do not buy things. Rather, individual employeesusually more than one
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3. Organizations are social constructions. Therefore,
“organizations” do not buy things. Rather, individual employees—usually more than one from different departments and organizational levels—make purchase decisions on the organization’s behalf. Understanding the personal motivations of these individuals, and their influence on different stages of the purchasing process, is essential for marketing success.
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Related Book For 
Marketing Management A Strategic Decision Making Approach
ISBN: 9780073381169
7th Edition
Authors: John Mullins, Orville Walker, Harper Boyd, Jr.
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