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

ISBM Pulse: brand

Although B2B advertising is generally perceived as more rational than emotional, brands are seeing benefits to emphasizing emotionality.

May 27, 2024

Although the distinctions between B2B and B2C CMOs are well-studied, even among B2B CMOs, area of focus vary.

April 1, 2024

Across several product categories, the importance of B2B brands in driving sales continues to grow.

February 4, 2024

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University Park, PA 16802
Phone: 814-863-2782
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Email: ISBM@psu.edu

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