[en] The measurement of perceptual and evaluation differences among groups of individuals involved in organizational buying provides new input for product positioning and for communications strategies. This paper provides a non technical overview of a measurement and analysis methodology aimed at treating these group differences and using the results to develop relevant marketing strategies.
Disciplines :
Quantitative methods in economics & management Strategy & innovation
Author, co-author :
Choffray, Jean-Marie ; Université de Liège - ULiège > HEC-Ecole de gestion : UER > UER Opérations : Informatique décisionnelle
Lilien, Gary L.
Language :
English
Title :
Differences in perceptions and evaluation criteria among groups influencing industrial buying decisions
Publication date :
1979
Main work title :
Attitude Research Plays for High Stakes
Editor :
Maloney, J.
Silverman, B.
Publisher :
American Marketing Association, Chicago, United States - Illinois
