Rethinking business to business marketing

Front Cover
Free Press, 1991 - Business & Economics - 188 pages
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Conventional wisdom holds that business-to-business purchasing decisions, unlike consumer buying, are based on rational analysis of comparative specifications. Hardly, says industrial marketing expert Paul Sherlock, who here offers an innovative reconceptualize of the industrial buying cycle.

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Contents

The Spirit and Dream of the Entrepreneur
11
The Irrationality of Rational Buying Decisions
19
PART
31
Copyright

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