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B2B branding: Does it work?

Does it make sense for B2B companies to take a cue from consumer companies and invest in brand awareness?

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Does it make sense for B2B companies to take a cue from consumer companies and invest in brand awareness? Many B2B CEOs say no, but HBS marketing professor John Quelch disagrees in his latest blog entry.

Read the full story at HBS Working Knowledge .

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