Branding Doesn't Work in Business to Business

 
9780977133406: Branding Doesn't Work in Business to Business
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Slim paperback 96 pages.f you're in a business selling things to other businesses, Branding won't win you the sale. Corporate MarCom groups are under the wrong impression that the same principles that hold true for consumer purchasing hold true in the B2B space. They're dead wrong, as Branding Doesn't Work in B2B explains. Every year, MarCom groups waste millions of dollars on ineffective sales tools - dollars that could be spent on hiring, retaining, and supporting great consultative salespeople. Maureen Blandford alerts B2Bs to the desirable results produced by MarCom tools that support a consultative sales model. Having interviewed hundreds of sales people, Blandford is passionate about educating B2Bs on the benefits of embracing the realities of the consultative sales process. Respectful of the limited amount of MindTime® business readers have available, she keeps her message compelling and concise. Blandford has more than 20 years of experience working with clients such as NCR, The IAMS Company, AT&T, Cincinnati Bell and Standard Register. Blandford holds a degree in Mass Communications from Miami University in Oxford, Ohio.

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