Why B-to-B Marketers Should Adopt a B-to-P Mindset

CANNES, France — For years, the terms business-to-consumer and business-to-business have helped explain what companies do and how they market themselves. They’ve set boundaries and provided direction. But life has a habit of not conforming to the language people invent to describe it. Things change. Words lose their precision. New ones are needed. Something of…
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