Green, Charles H.
February 2006
B to B;2/13/2006, Vol. 91 Issue 2, p13
This article presents the author's views about the effects of technological advances on the business-to-business (b-to-b) marketing. The new skills b-to-b marketers will need in 2006 will be influenced by technology in subtle ways. They are not only more wired, the world is also becoming exponentially more interdependent, requiring trust and collaboration. In turn, marketing strategies will reflect these developments, and marketers will have to become more trustworthy. In this interconnected world, collaboration trumps competition. The ticket to success in business now is the ability to interact seamlessly with others-particularly customers, but also employees, suppliers and even competitors.


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