摘要
We don＇t sell soft drinks; we are a business-to-business company, so we are not very sophisticated about marketing and communications.＂ This is one of the most frequent comments I hear from the leaders of industrial multinational companies （MNCs） in China. This comment is incorrect 90% of the time -- most industrial B2B companies are highly active and proficient communicators -- but the mindset can lead to missed opportunities and unnecessary waste due to lack of strategic focus.
