ISBM at the Penn State Smeal College of Business – Academic Institute supporting B2B Research. Switch to the ISBM-Corporate website.
Although the distinctions between B2B and B2C CMOs are well-studied, even among B2B CMOs, area of focus vary.
Although most firms strive to receive positive customer references, the elements within each reference can drastically change their impact on firm value.
Although growth can come from securing new contracts and partnerships, reinforcing existing customer relationships is imperative.
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