The behavioral advantage : what the smartest, most successful companies do differently to win in the B2B arena / Terry R. Bacon and David G. Pugh.

The death of selling
The changing world of buying and selling
The chemistry of preference
Checkmate! : how business development is like chess
Opening game : conditioning the market
Middle game : conditioning the customer
Middle game : building a powerful position
Late middle game positioning
End game : conditioning the deal
Creating a behavioral differentiation strategy
We are finding it increasingly difficult.