Influence Strategies in Buying Centers

By: R. Venkatesh, A. J. Kohli and Gerald Zaltman

Keywords

Venkatesh, R., A. J. Kohli, and Gerald Zaltman. "Influence Strategies in Buying Centers." Journal of Marketing 59, no. 4 (October 1995): 71–82.

- 2022
- Foundations and Trends® in Marketing
Open or Closed? Your Mind, Your Decision!

By: Gerald Zaltman
- June 2020
- Faculty Research
Understanding the Brand Equity of Nestlé Crunch Bar

By: Jill Avery and Gerald Zaltman
- Journal of Marketing
A Theories-in-Use Approach to Building Marketing Theory

By: G. Zaltman, Valarie A. Zeithaml, Bernard Jaworski, Ajay K. Kohli, Kapil R. Tuli and Wolfgang Ulaga