Organizational Buyer Behavior

Legend in Marketing: Organizational Buyer Behavior

By Jagdish N. Sheth



Organizational Buyer Behavior is a pivotal book in the Legend in Marketing series, showcasing the seminal contributions of Dr. Jagdish N. Sheth in understanding how organizations make purchasing decisions. This book offers a comprehensive exploration of the factors that influence organizational buying, from internal decision-making processes to external market forces.



Dr. Sheth's research provides valuable insights into the complexity of organizational buying behavior, revealing how factors like company structure, interdepartmental dynamics, supplier relationships, and economic conditions shape purchasing choices. His work has had a profound impact on the field, establishing new frameworks for understanding how businesses select vendors, negotiate contracts, and manage long-term relationships.



This book is essential for marketing scholars, business students, and professionals seeking to enhance their knowledge of B2B marketing strategies. It offers evidence-based analysis and practical applications, making it a vital resource for those involved in procurement, sales, and marketing roles.



Part of the Legend in Marketing series, Organizational Buyer Behavior underscores Dr. Sheth's lasting influence on the study of business-to-business markets, providing timeless insights that continue to inform modern marketing strategies. Whether you're an academic or a practitioner, this book will deepen your understanding of the complexities of organizational purchasing.