The boring business of B2B

Michael Morley

Chapter 7 in The Global Corporate Brand Book, 2009, pp 89-101 from Palgrave Macmillan

Abstract: Abstract For many people in marketing communications, being assigned to work in a business to business company (or for agency people, a B2B client) is the equivalent of banishment to Siberia.

Keywords: Small Business; Small Business Owner; Sole Proprietor; Strong Brand; Brand Association (search for similar items in EconPapers)
Date: 2009
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Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-0-230-23945-6_8

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DOI: 10.1057/9780230239456_8

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