Marketing investment planning – B2B catches up

In the past, B2B companies were likely to see marketing as the cosmetic sheen to be papered on to a commodity in the hope of faking distinctiveness.

Marketing Investment Planning B2B Catches Up

Alexander Baldock Prophet

From financial services to pharma to energy to construction equipment leasers, B2B companies have embraced marketing. With competitive pressures every bit as intense as in fmcg,...