Abstract
In Chapter 3 we introduced the logic and methodology of values profiling, and most of the examples we gave came from consumer markets. It may not seem obvious but the same basic approach applies equally well to business-to-business (B2B) marketing. The number and type of values demonstrated may be different, but a values-based approach still works.
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© 2006 Andreas Bauer, Björn Bloching, Kai Howaldt, and Alan Mitchell
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Bauer, A., Bloching, B., Howaldt, K., Mitchell, A. (2006). Profiling values in a B2B context. In: Moment of Truth. Palgrave Macmillan, London. https://doi.org/10.1057/9780230203884_4
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DOI: https://doi.org/10.1057/9780230203884_4
Publisher Name: Palgrave Macmillan, London
Print ISBN: 978-1-349-54745-6
Online ISBN: 978-0-230-20388-4
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