What we know about business-to-business marketing

Provides guidance and reading on business-to-business marketing; similar to B2C marketing in its emphasis on human traits, but very different in terms of budget size and a greater emphasis on relationships and networks.

Business-to-Business (B2B) marketing is much the same as Business-to-Consumer (B2C) marketing – practitioners should aim for broad reach and mental availability, balance long-term brand-building and short-term activation, use emotion and generate brand...

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