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

ISBM Pulse: media

B2B marketers may be spending too much on production and too little on reaching customers.

April 7, 2025

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

May 27, 2024

A recent survey of B2B buyers revealed their preferences for content type, delivery, and timing.

May 15, 2023

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University Park, PA 16802
Phone: 814-863-2782
Fax: 814-863-0413
Email: ISBM@psu.edu