The New B2B Marketing Imperative: Developing Fundamental Capabilities to Capture Market Share

January 22, 2010

The findings and recommendations in this report derive from a joint study conducted by the Association of National Advertisers (ANA) and Booz & Company in late 2008 and early 2009. The impetus for the study was the lack of attention and research dedicated to marketing effectiveness in the business-to-business sector.