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Comportamentul de cumparare organizational


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  • Stefan Claudiu Caescu

    (School of Marketing, Academy of Economic Studies)

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    Relatiile de piata ale intreprinderilor au in vedere atat vanzarea, dar si cumpararea de bunuri materiale si/sau servicii. Daca importanta procesului de vanzare nu poate fi pusa la indoiala, deciziile care au in vedere procesul de aprovizionare sunt adeseori minimalizate ca importanta. Aceasta atitudine este, uneori, atat de nefasta pentru rentabilitatea activitatii intreprinderii incat, nu poate fi compensata nici de cea mai buna abordare a clientilor. Procesul de cumparare trebuie sa se desfasoare pe baza de performanta avand drept obiectiv procurarea unor bunuri materiale si/sau servicii care sa asigure buna desfasurare a activitatii intreprinderii, iar in cazul in care nu se reuseste acest lucru exista o probabilitate foarte mare sa se compromita insasi realizarea obiectului de activitate al intreprinderii.

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    Bibliographic Info

    Article provided by Academy of Economic Studies, School of Marketing in its journal Revista de Marketing Online (Journal of Online Marketing).

    Volume (Year): 5 (2011)
    Issue (Month): 2 (June)
    Pages: 34-45

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    Handle: RePEc:ase:journl:v:5:y:2011:i:2:p:34-45

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    Related research

    Keywords: comportament de cumparare; centru de achizitie; business to business; marketing organizational; buying behavior; acquisition center; organizational marketing;

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