Gartner Research

From Promotion to Emotion: Connecting B2B Customers to Brands

Published: 22 October 2013

ID: G00347732

Analyst(s): Marketing Research Team


This research aims to meet these three objectives: identify shared challenges faced by marketing leaders in large business-to-business (B2B) organizations in structuring a brand differentiation strategy; synthesize frameworks for understanding and resolving those challenges based on demonstrated practices and expert analysis; and provide meaningful recommendations and case examples to help B2B marketing leaders advance against their challenges.

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