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Business to Business Advertising

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Why are proven advertising principles that work well in consumer marketing so difficult to apply to business-to-business marketing? Because advertisers do not understand what makes decison makers in organizations "buy." This book provides the answers to business-to-business buying behavior and shows how to position your products and services for maximum sales. The authors set advertising within the broader contexts of marketing and corporate strategy and lead decision makers through the development of effective business-to ...

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Business to Business Advertising
1991, McGraw-Hill Companies, Lincolnwood, IL

ISBN-13: 9780844234717


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