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Marketing Classics: Communications and Industrial Selling (Theodore Levitt, 1967)
The MarketingSavant Group (Oct 9 2009)
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Originally written as a comparison piece on the effectiveness of advertising vs. trained sales people (and the combination thereof) in the B2B industrial sales world, I see Communications and Industrial Selling as making a rock-solid case for thought leadership marketing and integrating thought leadership into the sales process.
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