Authors: Dr. Makarand Upadhyaya and Ms. Saveeta Pawar

ISBN: 978-81-973428-8-2

DOI: https://doi.org/10.59646/obdm/198

Date of Publication: May 27, 2024

About the Book:

It is critical for managers to have a thorough understanding of client behaviour since the marketplaces in which they operate are quite dynamic and unpredictable. Read this book to better understand and anticipate your customers’ actions as an industrial marketing manager. It focuses on the customer’s conduct inside an organisation. The writers’ own experiences with real-world industrial consulting challenges inform the pragmatic tone of the debate, which is based on a synthesis of the works of academics who have studied organisational purchasing choices during the last twenty years or more.