Our free ebook, The Power of Industrial Brands, which has been serialised on our blog since the end of 2006, is to be released in its entirety this Monday. For free, of course.
The book was written by Paul Hague, prolific author, and founder of B2B International, and is geared towards managers and decision makers whose customers are other businesses. It investigates the field of industrial and business-to-business marketing in which understanding the buying process is crucial – the main theme of the book is the role played by branding in the purchasing decision.
Industrial buyers are (apparently) more logical than the general public but they don’t leave their emotions at home when they come to work. Softer issues influence the buying decision and this sets the scene for understanding how brands work.
As well as the full PDF download, each chapter of the book is available from our podcast site www.themarketresearchpodcast.com in audio download.
So don’t forget to check back on Monday!