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...