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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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Rethinking Business-to-Business Marketing, Paul Sherlock
- Language
- Released
- 1990
- Binding
- (Hardcover)
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- Title
- Rethinking Business-to-Business Marketing
- Language
- English
- Authors
- Paul Sherlock
- Publisher
- Free Press
- Released
- 1990
- Format
- Hardcover
- Pages
- 188
- ISBN10
- 0029286158
- ISBN13
- 9780029286159
- Series
- Categories
- Tags
- Business, USA, Marketing and PR
- Description
- 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.