Izvestia Journal of the Union of Scientists - Varna. Economic Sciences Series
Abstract
Various participants are involved in the purchase of the goods and services for the business. A common practice when purchasing important goods is the creation of purchasing committees composed of technical experts and senior executives. In addition, B-to-B marketing professionals are now facing a new generation of supply managers who are more qualified. Therefore, companies need to have well-trained marketing professionals able to work with these well-prepared buyers. The purpose of the article is to present a model of business buyer behavior and to find out how marketing and other incentives affect the purchasing organization and cause certain reactions from the buyer
