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The boring business of B2B

In: The Global Corporate Brand Book

Author

Listed:
  • Michael Morley

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.

Suggested Citation

  • Michael Morley, 2009. "The boring business of B2B," Palgrave Macmillan Books, in: The Global Corporate Brand Book, chapter 7, pages 89-101, Palgrave Macmillan.
    • Handle: RePEc:pal:palchp:978-0-230-23945-6_8
    DOI: 10.1057/9780230239456_8
    as

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