ISBM at the Penn State Smeal College of Business – Academic Institute supporting B2B Research. Switch to the ISBM-Corporate website.

ISBM at the Penn State Smeal College of Business – Academic Institute supporting B2B Research. Switch to 

branding

B2B Business Branding

A critical disconnect exists between what customers report caring about and what B2B firms emphasize in their branding efforts.

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