| INFORMATION |
| Published : |
Oct 02, 2008 |
| Length : |
2 |
| Type : |
White Paper |
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| Overview : |
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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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