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Published in:
2001 | OriginalPaper | Chapter
The Characteristics of Business to Business Communication
Author : Philippe Malaval
Published in: Strategy and Management of Industrial Brands
Publisher: Springer US
Included in: Professional Book Archive
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Companies have many ways of promoting their brands particularly among other businesses. In view of the nature of inter-company relations, specific tools can be used apart from those applicable to consumer markets. However, first a communication policy coherent with the marketing strategy of the company must be defined.