Publisher's Synopsis
The BtoB world is becoming increasingly complex, and companies are obliged to innovate their marketing strategies to continue to differentiate themselves. The field of action selected and dealt with in this document revolves around a taste strategy. The construction of a marketing strategy around taste in BtoB requires new actions and tools, in a world rather directed by the commercial departments. The implementation of such a strategy is a matter of economic intelligence, but also of a Category Management process. Information is key, and its analysis is an important part of this strategy.
