Harvard Business School's John Quelch Hit the B2B Marketing Nail on the Head
Posted by:
Arketi Group on
December 11, 2007 at
9:56AM EST
John's "How to Build a B2B Brand" post on the Harvard Business blog (Nov. 20, 2007) is worth a quick read. The characteristics unearthed by the HBS research team's recent study of top B2B global brands are key for any B2B marketer's success.
They are:
1. The CEO is a willing brand cheerleader, loves the brand heritage and is a great storyteller. The CMO sees his or her purpose as helping the CEO
