Rethinking business to business marketing
Author(s)
Bibliographic Information
Rethinking business to business marketing
Free Press , Collier Macmillan Canada , Maxwell Macmillan International, c1991
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Note
Includes index
Description and Table of Contents
Description
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.
by "Nielsen BookData"