Marketing 3rd Edition by Dhruv Grewal,Michael Levy

Exercise 13

Assume you have written this textbook and are going to attempt to sell it to your school. Identify the six members of the buying center. What role would each play in the decision process? Rank them in terms of how much influence they would have on the decision, with 1 being most influential and 6 being least influential. Will this ranking be different in other situations?