Is your brand positioning aligned with customers' needs?

Establishing a strong online presence is absolutely critical for success in the business-to-business world, writes Bob Barr, senior vice president of Acquity Group. However, you'll also have to deliver the right marketing messages, and research from McKinsey & Co. suggests that companies are often falling short in this regard. Whereas companies tend to focus on topics such as sustainability and pricing, McKinsey's research suggests that customers care more about strong supply chain practices and subject-matter expertise.

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McKinsey Quarterly (free registration) · Manufacturing.net

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