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Title: Great Perspective, Practical Advice
Review: Great perspective and sound, practical advice from one of the world's experts. Lovingly written about a topic that is very important - but all too often not understood - business to business branding. We're using this book to explain the concept and importance of Brands to many B-to-B firms, where the culture is often such that the whole concept is seen only very fuzzily. Lammons writes to that audience and knows it well -and explains patiently and with concrete examples why business-to-business branding is important, different, and can have a profound impact on the bottom line. If you're navigating brands in any sort of business to business environment, this is a must read.
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