ever making that first sale.” (Warholic, 2007, p.1). Business buyers are accustomed to providing “data about their companies and job functions” when “registering for trade shows or subscribing to business and trade publications.” (Furlong, 2007, p. 3). This exchange of data is common practice between businesses allowing for the building of trusting relationships. Business customers tend to set up accounts with the vendor from whom they purchase which again deepens the relationship. The B2B relationship…
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