Section outline

  • Objectives.

    1. Understand the factors influencing organizational buying decisions.
    2. Appreciate the buyer grid framework model.

    Please refer to the following text books for content that was delivered in the lectures by going to the chapters and reading the pages that are bolded at the end of the references:

     

    Kotler, P., Armstrong, G., Harris L., & He, H. (2020). Principles of Marketing (8th European ed.) Edinburgh Gate, Harlow: Pearson Education. Chapter 5 Page 140-143 & Page 157-164