Influencing the influencer: Understanding the Tech-Involved Line of Business Decision-Maker

Influencing the influencer: Understanding the Tech-Involved Line of Business Decision-Maker

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Descripción

This study explores the role of the Tech-Involved Line of Business Influencer (LOB) in the purchase of IT products and services. More specifically, their collaboration with IT, factors influencing their decisions and how marketers can best serve these important audiences.

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