Rethinking Business to Business Marketing

by Paul Sherlock

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.

• Format: Hardcover
• Language: English
• ISBN: 0029286158
• ISBN13: 9780029286159
• Release Date: December 1990
• Publisher: Free Press
• Length: 188 Pages
• Weight: 1.05 lbs.
• Dimensions: 0.9" x 6.3" x 9.6"