The markets which most managers operate in today are subject to rapid change, making it vitally important to know as much about the behaviour of their customers as possible. This book looks at the behaviour of the organizational customer and is designed to help the industrial marketing manager understand and predict his customers' behaviour effectively. It is based on a distillation of the views of academic researchers who have investigated organizational buying decisions over the last twenty years or so, but the discussion is always pragmatic and is strongly influenced by the real industrial consultancy problems which the authors have faced. Extended case histories of specific buying decisions are used to illustrate the discussion, and an annotated bibliography makes this a useful source reference for those wishing to study organizational buying decisions further.
Psychology: A Behavioral Overview is an introductory text with an orienting per spective that is frankly behavioral rather than eclectic. This focus is made quite clear in the first chapter of the book, but in the remainder it also becomes clear that such a focus permits coverage of most of the topics found in the more common introductory text. Actually, the next five chapters (dealing with psy chology as a scienc~, methodology, evolution, physiology, and learning) are in many ways comparable to the treatments provided in more eclectic introductory texts. The behavioral focus and the departure from traditional approaches be come most significant in the last six chapters which deal with traditional psycho logical topics (e. g. , language, child development, and personality)-but deal with them systematically in terms of the concepts and principles introduced in the chapters on evolution and physiology, and especially in the chapter on learning. Using the concepts provided early in the text to interpret complex aspects of human behavior provides valuable justification for those concepts, as well as an opportunity for improved understanding of them. Although students will not make extensive contact with the variety of the oretical approaches found in the typical text, they will become especially compe tent in the use of behavioral concepts and principles to interpret and understand many of the topics of traditional importance in psychology.
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