Ray Collis

Bounded Rationality: Balancing Logic And Emotion In The Sale

Bounded Rationality: Balancing Logic And Emotion In The Sale

Although organizations are increasingly structured and sophisticated in their buying, for as long as people are involved in making decisions there will inevitably be an element of human fallibility in terms of how decisions are made. This is the age of the Utilitarian or Economic buyer and the Cost-Benefit Analysis. Where decisions are made by […]

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