Understanding the "Non-Rational" Dimensions of B2B Buying
B2B Marketing Directions
OCTOBER 25, 2020
In 2008, two books - Predictably Irrational by Dan Ariely and Nudge by Richard Thaler and Cass Sunstein - raised public awareness of behavioral economics and put it on the radar screens of business and marketing leaders. A paper recently published by Google provides several fresh insights about how people make buying decisions.
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