Economists can’t save you now: The B2B fallacy and the pitfalls of presuming rational thinking in marketing

By: Rory Sutherland, Vice chairman of Ogilvy UK

Think your B2B buyers are rational decision-makers? Think again.

Most marketers believe in siloing B2B into its own substrata. A unique branch of some grand marketing taxonomy. And they think what makes B2B marketing distinct is that their consumers are, by and large, rational decision-makers.

But this is a tactical error.

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About Radnor Reports

Ken Feltman is past-president of the International Association of Political Consultants and the American League of Lobbyists. He is retired chairman of Radnor Inc., an international political consulting and government relations firm in Washington, D.C. Known as a coalition builder, he has participated in election campaigns and legislative efforts in the United States and several other countries.
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