What are your B2B customers saying about you?

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Vann Morris, director of buying behavior studies with Atlanta-based b-to-b agency MLT Creative, cites an example of the American Automobile Association becoming active in social media, only to discover that customers were voicing their criticisms and complaints. Morris notes AAA's response, which was to monitor and engage with different social media sites. But she also alludes to psychological mindsets (the theory of reasoned action, cognitive accessibility) which today's savvy marketers probably should be familiar with.
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