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Research papers Reimagining branding for the new B2B digital marketplace Received (in revised form ): 13th June, 2014 DEBRA ZAHAY is Full Professor...
Use the article Re-imagining Branding for the New B2B Digital Marketplac
. The article suggests that with the recent proliferation of social media & Internet marketing that CRM has shifted away from transnational-based experiences more towards participative networks and an engagement orientation. Where delivering value was traditionally the most important part of the B2B selling process, branding has become increasing important as buyers today often rely on the recommendations and comments of others and the marketplace reputation in the search process. Each of these *touch points*, ie. search, social media, Web content, online industry and professional networks, and the salesperson add to the development of the overall brand perceptions and aid in the overall purchase decision.
