HBio B2B Marketing Workshop
HBio interactive workshop on B2B Marketing.
Professor G Avlonitis of the Department of Marketing and Communication at the Athens University of Economics and Business (AUEB) discusses the four main elements of the buying function of companies that are of importace to a seller of B2B products and services.
These are: the "decision group", the "bying criteria", the "sources of information" and the "buying process itself".
The decision group itself comprises 5 stakeholders: the "gatekeeper", the "influencer", the "user", the "buyer" and the "decision maker".
Prof. Avlonitis argues that a sucessful B2B strategy must look into all 4 elements and consider the behavior, criteria and priorities of the 5 stakeholder of the decision group.