Transcription of The Marketing Book
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The Marketing Book
The Marketing BookThis Page Intentionally Left BlankThe Marketing BookFifth EditionEdited byMICHAEL J. BAKEROXFORDAMSTERDAMBOSTON LONDON NEW YORK PARISSAN DIEGOSAN FRANCISCO SINGAPORE SYDNEY TOKYOB utterworth-HeinemannAn imprint of Elsevier ScienceLinacre House, Jordan Hill, Oxford OX2 8DP200 Wheeler Road, Burlington MA 01803 First published 1987 Reprinted 1987, 1990 (twice)Second edition, 1991 Reprinted 1992, 1993 Third edition, 1994 Reprinted 1995, 1997 Fourth edition 1999 Reprinted 2000, 2001 Fifth edition, 2003 Copyright 2003 Michael Baker.
7 Business-to-business marketing: organizational buying behaviour, relationships and networks 142 Peter W. Turnbull and Sheena Leek Introduction 142 The realities of business markets 144 Organizational buying structures 144 Models of organizational buying behaviour 152 Conclusion 165 References 166 Further reading 169 8 Marketing research 171 ...
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