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Item Details
| Title:
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RETHINKING BUSINESS-TO-BUSINESS MARKETING
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| By: |
Paul Sherlock, Tom Peters (Foreword) |
| Format: |
Hardback |
| List price:
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£18.95 |
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We currently do not stock this item, please contact the publisher directly for
further information.
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| ISBN 10: |
0029286158 |
| ISBN 13: |
9780029286159 |
| Publisher: |
SIMON & SCHUSTER |
| Pages: |
188 |
| Description: |
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. |
| Synopsis: |
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. |
| Publication: |
US |
| Imprint: |
The Free Press |
| Returns: |
Non-returnable |
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