To gather descriptive information on the types and popularity of digital tools used in today’s B2B buying process, we conducted an online survey of 220 purchasing managers from a variety of firms and industries located across the U.S. Using the 8-stages of the Robinson, Faris, with Wind (1967) BuyGrid Model as a foundation, we asked respondents to rate the extent to which they used various traditional and digital tools during the process. Overall, the results confirmed many of our observations from the interviews.
0 Comments
Leave a Reply. |
|