Given the lateral and vertical involvement, business-to-business marketers face the challenge of identifying customer needs in advance, and then identifying the abilities of suppliers in meeting their needs.

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The Answer of Given the lateral and vertical involvement, business-to-business marketers face the challenge of identifying customer needs in advance, and then identifying the abilities of suppliers in meeting their needs.

Given the Lateral and Vertical Involvement, Business-To-Business Marketers Face the Challenge