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In the B2B realm, online marketing has traditionally consisted of pulling in new prospects and pushing the brand. As a rule, the online efforts have not supplanted established marketing, but supplemented it. That approach is subtly but surely changing, however, as many marketers move toward more integrated models. Buyers will find a whole range of products which, like everything else on the site, are categorised and searchable. Suppliers can post images and detailed descriptions, enabling them to market their products effectively.
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