B-to-B Marketing Is About Poetry, Not Algebra

Richard Segal Jr

The author of this paper regrets that so few marketers are leaders of companies. Inevitably, the author asserts, this leads to marketing being neglected at the expense of corporate finance and production.

B-to-B Marketing Is About Poetry, Not Algebra

The role of marketing communications is to influence and adorn

Richard A. Segal Jr.HSR Business to Business Inc.

 

If you think it's been tough clawing for a dime to spend on the promotion of beer, fast food, toothpaste, or .automobiles – consider how those of us in business-to-business have worn our fingers down to the second knuckle these last 18 months. Advertising is arguably a discretionary expense to a consumer marketer in a soft economy. B-to-B advertising is a tough sell in boom times.

Too few marketers lead companies that sell...

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