Beschreibung Myths and Misperceptions: How Markets Are Really Made in HVACR. Demand creation comes down to who is spending the money. With that foundation, Indian River Consulting Group explored how customers in the HVACR industry choose both their brands and suppliers. And they uncovered why customers ultimately switch. Their answer – based on in-depth research commissioned by Heating, Air-conditioning and Refrigeration Distributors International – challenges many conventional industry beliefs. In this book, IRCG’s Mike Marks and Steve Deist explain the results of the research and provide powerful yet practical recommendations.
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