How customers buy... & why they don't

"How Customers Buy & Why They Don't unveils a profound new business model that rests on the author's cutting-edge concept of Outside-In Revenue Generations. In concert with his fully realized decoding of the Buying journey DNA, Martyn R. Lewis makes the compelling arguemnt that instead of focusing on their internal view of how to positions, message, and sell their offering, companines must look to the external reality of how their customers acutally buy. By essentially blowing away the threadbare belief that customers buy because of the value they see in an offering, this book will be as revealing to you as it has been to the many enterprises that have now adopted this innovative and effective market engagement strategy" -- from book jacket