An Empirical Analysis of the Structures of the STI Buying Center in Croatian Industrial Firms: a Marketing Approach (CROSBI ID 169127)
Prilog u časopisu | izvorni znanstveni rad
Podaci o odgovornosti
Švarc, Jadranka
engleski
An Empirical Analysis of the Structures of the STI Buying Center in Croatian Industrial Firms: a Marketing Approach
The paper presents an empirical analysis of the structure of the buying centre for scientific and technological information (STI). It concludes that the process of buying of STI significantly depends on the size of the firm and is more important in large than in small firms. Since the structure of buying centre differs by companies’ size the marketing activities should be directed to particular organisational members (functions) because of their different impact on purchasing STI.
Science and technology information; buying centres; industry
nije evidentirano
nije evidentirano
nije evidentirano
nije evidentirano
nije evidentirano
nije evidentirano