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Home→The Westburn Dictionary of Marketing→G→gatekeepers

gatekeepers

Definition:
Persons involved in the decision-making process who control the flow of information. While the gatekeeper (e.g. the purchasing agent) in a firm may not be directly responsible for the buying decision he or she can exercise considerable influence over it by admitting or excluding information from the decision-making unit.

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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: [Michael J. Baker],.