Buying center

A buying center brings together "all those members of an organization who become involved in the buying process for a particular product or service". Buying centers are also sometimes known as 'decision-making units' (DMUs). The concept of a buying centre (as a focus of business-to-business marketing, and as a core fundamental in creating customer value and influencer in organisational efficiency and effectiveness) formalises the understanding of purchasing decision-making in complex environments.