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Home→The Westburn Dictionary of Marketing→D→decision-making unit (DMU)

decision-making unit (DMU)

Definition:
A key element Within the CONCEPT of ORGANIZATIONAL BUYING BEHAVIOUR, embodying the involvement of a number of people or groups in the decision-making process. Conventionally the DMU is taken to comprise four potential role players: gatekeepers, influencers, deciders and buyers. It is therefore seen as being a prime function of marketers in organizations to identify the structure and members of the DMU, to serve as foci for the communications effort.

Cross-References:
[concept] [organizational buyer behaviour]

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© Westburn Publishers Ltd 2002, The Westburn Dictionary of Marketing edited by Michael J Baker, ISBN 978-0-946433-01-8. www.themarketingdictionary.com. Entry: [Ken N. Bernard], [1998].