branding and distribution

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B-to-B Branding through (and to) the channel

Published By: Godfrey     Published Date: Oct 02, 2008
A key difference between consumer and business-to-business branding is the influence of selling channels, including sales reps, dealers and distributors. While many consumer products are also sold through a channel, the marketer generally reaches past the channel with branding messages, relegating the channel to the status of a local point of sale. By contrast, in many B-to-B markets, the local dealer or distributor really “owns” the end customer and can control access and communications to and from the customer.
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godfrey, b-to-b, business-to-business, branding, b-to-b branding, b-to-b brand, distribution, b-to-b distribution, channels, distribution channels, b-to-b distribution channels, branding and distribution, distributors, dealers, brand, b-to-b marketer, b-to-b buying
    
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