Rethinking Business-to-business Marketing

by TomPeters (Foreword), PaulSherlock (Author)

• Used

  Hardcover
  1991

  $3.73

  It is often said that business-to-business purchasing decisions, unlike consumer spending, are based on a rational analysis of specifications. This book argues that a valuing image which knowledge merely serves to rationalize, lies behind most industrial customers' decisions, and it is on this that sellers should concentrate.