Rethinking business to business marketing

書誌事項

Rethinking business to business marketing

Paul Sherlock ; foreword by Tom Peters

Free Press , Collier Macmillan Canada , Maxwell Macmillan International, c1991

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注記

Includes index

内容説明・目次

内容説明

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.

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