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Chapter 17—Who should do the marketing?
Small and mid-size B2B companies face a challenge in finding
the right level and amount of resources to effectively manage
marketing, as I discussed in Part One.
There are several options for B2B companies to get the right
resource mix for effective marketing. The graphic below
demonstrates how the extent and sophistication of marketing
activities give a guideline for what kind of human resources
are needed.
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© 2012 Lisa Shepherd
