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Sunday Readings #3 // The illusion of rationality // Personal value beats business value in B2B decision making

Sunday Readings #3 // The illusion of rationality // Personal value beats business value in B2B decision making

by fbennien | 9 Sep 2018 | Blog

For decades, many marketing professionals and academics believed that there is a big difference between B2C and B2B marketing. The rule of thumb was that, whereas consumers can be influenced by emotional advertising and psychological messaging, professional decision...

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