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- W594505965 abstract "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." @default.
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- W594505965 date "1990-12-01" @default.
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- W594505965 title "Rethinking Business-to-Business Marketing" @default.
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