B2B Marketing

The significance of the term ‘value' when considering marketing cannot be underestimated and signifies the association in the mind of the prospect organisation of the vendor's 'total marketing offering' against its cost and will most likely be compared to similar direct competitive offerings as well as some indirect offerings in the marketplace. The key term here is ‘total marketing offering' and

I was reading an article recently about a B2B supplier who had been supplying parts for industrial engineers. They had been supplying their catalogue on CD-ROMs for years yet many engineers reported that they weren't using it, even though it was more up to date than the paper catalogue. When the B2B supplier asked why, they were unable to articulate the reasons. It was only after a research team

In a world of slower market growth, globalisation and increasing commoditization, all companies struggle with how they set themselves apart from the typical convergent ‘me-too' offerings so prevalent in industries. As such they look to innovation to help them but tend to take a myopic view of innovation across dimensions of R&D and New Product development.

Mohanbir Sawhney, director of

I was recently directed to an article suggesting that Trader Joes, MTV and iPod were all born during times of recession and if handled correctly a downturn can be a good thing for a company. The article went on to suggest that whilst everyone else may be turning their backs on advertising, companies should be advertising more.

I am not sure it is totally correct to suggest that if handled