Rethinking business to business marketing
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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The Spirit and Dream of the Entrepreneur
The Irrationality of Rational Buying Decisions
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advertising agery analysis applications appropriate archetype Bert booth boss brochure buyer Carl Jung Chapter collective unconscious competition competitors cost 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 logical look manufacturer market research marketing mix marketing plan meet OEMs original equipment manufacturer performance person personal computers portunity potential customers present Printed circuit boards 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 tomers trade shows trying typical uncon valuing image write Ziploc