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the inclusion of internal, external and interactive marketing as pervasive characteristics of the vendor's corporate culture will create involvement and commitment by all members of the organization, and ensure competence and consistent behavior in organizational members (SOURCE Eight steps to building a business-to-business relationship Cynthia W. Cann. The Journal of Business & Industrial Marketing. Santa Barbara: 1998. Vol. 13, Iss. 4/5; pg. 393)
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