Media Outlook 2004
B-to-B
Godfrey Phillips City Business Journals
Over the past five years, marketers have increasingly focused on the importance of brand in differentiating themselves from their competition. In the global business arena, brands are evaluated from a global as well as a domestic perspective, as senior management has come to increasingly associate the value of their company with the value of their brand.
Most brand research has traditionally focused on the consumer market. Lately, however, there has been an effort to focus on the hard-to-reach c-suite or corporate brand,...