In their book Winning Behavior, Terry Bacon and David Pugh showed how great companies outperform good ones through 'behavioral differentiation' - going beyond superior products and dependable service to connect with customers at every touchpoint. The Behavioral Advantage broadens the concept, applying behavioral differentiation to the business-to-business arena. The best B2B companies depend on a multifront approach to business interaction, and The Behavioral Advantage reveals the secrets behin