Marketing strategy: Business-to-business, B2B

 

Brands have a valuable role to play in business-to-business markets, but there are several key differences from consumer markets which need to be taken into account when planning any campaign. The dif ...

This Knowledge Point article argues that business professionals are also consumers, and they respond to advertising in both capacities. They notice and remember advertising, and are more likely to pay ...

This article charts the hypothetical development of a marketing dashboard to distinguish some common mistakes which are often observable in this process. One of the main problems frequently encountere ...

Segmentation can help companies identify their highest-value customers or prospects, plan their communications to reach these groups, and reallocate their resources to areas of untapped potential. In ...

Stephanie Brookes and Oliver Chesher, PR account managers at full-service business-to-business agency Cicero, report on a new study conducted among B2B marketers to investigate the size and scope of t ...

This US-based report reveals that demographically and attitudinally, small US business owners (SBOs) are not who you think they are. They are older and more diverse. They are also confident and self-r

The paper describes a specialist business panel (itself a rarity) of exporters and other users of international freight, parcels and document transport services. It provides a series of DHL case studi ...

In the past, B2B companies were likely to see marketing as the cosmetic sheen to be papered on to a commodity in the hope of faking distinctiveness. Heavy-duty B2B companies didn’t need it. Alexander ...

How companies can influence purchasing decisions in two ways: reduce interaction costs or make purchase and ownership less risky. Five strategies are discussed and illustrated: 1) unlocking economies ...

This article describes and examines the concept of customer value offers (CVO) in the business -to-business sector. The concept is based on delivering superior value to targeted customers and providi ...

The current availability of on-line direct marketing databases provides numerous opportunities for marketing professionals to improve their marketing strategies and tactics. This paper illustrates the ...

Since its introduction in 1994, Kompas has been a very successful value measurement system used for media-planning, marketing strategy formulation and many other purposes. It has been used particularl ...

A discussion of business-to-business (B2B) customer satisfaction research. B2B rel;ationships are complex, and vary according to the nature of the client's products and services. Maritz Research has ...

Discusses integrated communications in the context of business-to-business marketing (B2B). Integration has always been at the heart of B2B, and goes well beyond media and communication. The article e ...

Argues that branding is even more important when marketing to small businesses. Evidence from the ACBJ/NET WORK Small Business Technology Survey (1996) outlines attitudes of small business customers. ...

Describes how Fisher-Rosemount launched a new business-to-business product (for process-control systems) using integrated marketing.

The business brand is increasingly important for business marketing. This article describes how to plan and build a business brand strategy, using the `zero-based' planning system of IAS Marketing and ...

This article looks at some of the problems of global advertising, particularly in the business-to-business sector. It describes how a new laser printer was marketed in 26 countries, and points to the ...

This paper argues the case for taking account of the psychological needs and personalities of business buyers when determining business-to-business advertising strategies. It suggests, however, that ...

This study was originally conceived in 1983 as an objective and impartial complex controlled marketplace test to measure the effects of varying media weight and ad frequency schedules on the sales of ...

This paper argues the case that business-to-business advertising is very similar to consumer advertising in that it works best when its message is consistent with customers' attitudes, beliefs and wan ...

This paper goes into considerable detail to describe the IBM philosophy with regard to their advertising expenditure and the way in which they use research to develop, tune and track the effectiveness ...