As a Business-To-Business Marketer, Would You Prefer to Market to a Firm

question 57

Essay

As a business-to-business marketer, would you prefer to market to a firm with an autocratic or a consensus buying center culture, and why?

---

Definitions:

Detrimental Reliance

The situation where an individual suffers a loss as a result of relying on a promise or statement made by another, which was later retracted or proved false.

Assignment

The transfer of rights, duties, or benefits from one party to another in a contract or agreement.

Contractor

An individual or company hired to perform work or provide services for another entity under terms specified in a contract.

English Rule

A legal principle stating that the losing party in a lawsuit must pay the winning party's legal costs.