Almost everything you read about business-to-business marketing is based on the premise that customers are logical and rational in deciding whether or not to buy. Quite the contrary, argues Paul Sherlock in Rethinking Business-to-Business Marketing (Free Press, 1991). Business buying decisions are driven by the emotional and psychological character of the buyer, who uses logic to rationalize the decision after the fact. Drawing on his experience as a large-company marketing executive and a successful entrepreneur, Sherlock provides a treasure of information and insight. He chronicles the steps of the marketing cycle with clarity, authority, and refreshing irreverence. Along the way, he gives valuable advice on the role entrepreneurs should play in guiding each stage of the process. But read the book first and foremost as a consumer, not as a marketer. You'll nod in agreement with every turn of the page.
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