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In too many business-to-business (B2B) marketing communications programs, email gets little respect. Email is taken for granted because it is used for mundane communications inside the organization and for workaday contact with customers, vendors and suppliers outside. Nevertheless, it pays to take a fresh look at email's strategic value as a direct B2B marketing communications tool. From a strategic perspective, email marketing is the most cost-effective and quantifiable way to market products and services. As such, it has the potential to be one of the most cost-efficient B2B customer acquisition and retention tools.
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