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How do (and should) organisations buy?

May 6, 2023

The two short essays should address the following topics: How do (and should) organisations buy? Given your answer to the above, how do (and should) marketers respond? (The conclusion of the first essay is also the introduction of the second essay) The third component is an annotated bibliography.

This should contain the full list of all of the material you cited in the two essays above (i.e., create only one bibliography) with a critical review for the five (5) articles that most affected your understanding of the material so far. (ONLY use sources that are attached) The length guide for the short essays is 1500 words (approximately 750 words each). The word limit for the annotations in the bibliography 500 words (approximately 100 words for each of the annotations). In-text citations, diagrams, footnotes, headings and the full bibliographic entries do not count.

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