Xerox | What’s real about your business?
B2B services brands are built on evidence of a core resource or capability, an “asset” you bring to the table that your competitors do not. IBM, for example, is going […]
Services marketing | How to think about it
Most b2b marketers know that to sell a customer on a service they have to make the service experience real in some way. Despite this knowledge, a lot of services […]
