Why B-to-B Marketers Should Adopt a B-to-P Mindset

CANNES, France -- For years, the terms business-to-consumer and business-to-business have helped explain what companies do and how they market themselves. They've set boundaries and provided direction. But life has a habit of not conforming to the language people invent to describe it. Things change. Words lose their precision. New ones are needed. Something of...