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Keywords: Organizational buying
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Journal Articles
Journal:
European Journal of Marketing
European Journal of Marketing (2020) 54 (7): 1609–1640.
Published: 14 May 2020
...Elyria Kemp; Elten Briggs; Nwamaka A. Anaza Purpose Researchers and practitioners have traditionally maintained that organizational buying requires rational decision-making. However, individuals at organizations make decisions daily applying a confluence of rationalizations and emotions...
