Rethinking Business-to-Business Marketing

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9780029286159: Rethinking Business-to-Business Marketing
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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.

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Sherlock, Paul
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ISBN 10: 0029286158 ISBN 13: 9780029286159
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Sherlock, Paul
Published by Free Press (1990)
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Paul Sherlock
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Sherlock, Paul
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Paul Sherlock
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Paul Sherlock
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