Why GSK probed social to reach dentists

This article looks at how analysis of unstructured data can help target a hard-to-reach audience.

There is a real divide between business-to-consumer (B2C) and in business-to-business (B2B) marketing, not least in the thought processes, timelines, and expenses that are involved for respective buyers. However, there are also commonalities. 

Re, for example, suggests that many of the well-established best-practice guidelines for effectiveness in B2C marketing also hold true in B2B marketing. 

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