ISBM at the Penn State Smeal College of Business – Academic Institute supporting B2B Research. Switch to the ISBM-Corporate website.
An emphasis on leadership, distinctiveness, and functional benefits can help B2B brands achieve pricing power.
Although B2B advertising is generally perceived as more rational than emotional, brands are seeing benefits to emphasizing emotionality.
Effective frontline marketing will require B2B sellers to consider customer revenue lifecycles.
B2B thought leadership is an increasingly effective way to demonstrate value to customers.
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