Rethinking Business to Business MarketingIt 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. |
Contents
The Spirit and Dream of the Entrepreneur | 11 |
The Irrationality of Rational Buying Decisions | 19 |
PART | 31 |
Copyright | |
13 other sections not shown
Common terms and phrases
advertising agery analysis applications appropriate archetype Bert booth boss brochure buyer Carl Jung Chapter collective unconscious competition competitors costs creative customer's described discuss distributors dream engineering entrepreneur example experience factors fantasy feel firms function goal gross margin hire industry intuitive Jasper listen literature local area networks logical look manufacturer market research marketing mix marketing plan meet original equipment manufacturer performance person personal computers portunity potential customers present prod product development product line product manager purchasing questions rationalization Raychem Corporation relationship response role sales calls sales force salespeople salesperson segment selling Sherlock simply situation skills someone specific strategy talk technical tell territory tion Tom Peters tomers trade shows trying typical uncon valuing image write Ziploc