The Many Faces of B-to-B

Dawn DiMartino

This paper outlines the characteristics of business-to business advertising as compared and contrasted with consumer marketing.

The Many Faces Of B-to-B

A look at the complex and multidimensional audience.

Dawn M. DiMartinoAT&T Business

In 1957, Joanne Woodward won an academy award for her role in 'The Many Faces of Eve'. Even if you haven't seen the film, you're probably somewhat familiar with the plot. It's a gripping true story of multiple personalities occupying the same body. Lee Cobb played the curious and brilliant psychiatrist who was tasked with trying to reconcile three personalities into a healthy, whole entity.

It's a fair, albeit unusual, analogy to marketing B-to-B products and services. You know, the type of...

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