Business Buying Unit
Communication Targeting: Purpose
This model applies in a business-to-business environment. It is intended to remind the marketing team that they are dealing with a buying unit, and that each individual within that unit has different information needs, depending on his or her function and role in the unit. It would be applied when preparing to engage with a new customer; when there has been a change in management at an existing customer; or perhaps prior to preparation of a tender document for a major project.
Communication Targeting: Structure and Description
This model is designed to remind the researcher to investigate the composition of the buying unit and to focus on the type of information ...
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