What role does the brand have in business-to-business markets?

Brands have a valuable role to play in business-to-business markets, but there are several key differences from consumer markets which need to be taken into account when planning any campaign.

What role does the brand have in business-to-business markets?

It is generally recognized that in consumer markets, a strong brand is in a better position than a weak one to maximize its performance, take advantage of marketplace events, and grow shareholder...

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