A marketing strategy must be built on firm foundations of knowledge. In this white paper we present a checklist of questions (or an audit) that will help develop an effective marketing strategy. ...
Accounting for cultural bias in B2B research ...
A brand has grown to mean much more than a logo. Branding sits at the core of a company’s philosophy because a company’s brand is what that company is. ...
Who should you target and which needs should you focus on? Here are 2 crucial frameworks to help you understand every B2B decision making unit. ...
In response to increasing competition in many business-to-business markets, there is an acceptance that prices have to be reduced, margins squeezed and businesses less profitable. We at B2B International vehemently disagree with this view. ...
Focus groups are essentially group discussions which rely heavily on the interaction between group members and the relationship between the researcher and the respondents. Focus groups have been a dominant form of qualitative data collection in marke ...
Before developing a strategy, organisations need to analyse and understand their environment, both as it is now and as it will be. The major focus of strategic decision-making is how best to ensure a fit between the organisation and its environment. ...
The question of how to market and sell to companies based in China is one that is debated endlessly by foreign companies seeking to profit from the huge potential of the country. The aim of this paper is to explore the reasons behind both successful ...
The importance of China has had an impact across industries, and the market research industry is no different. The message for market research companies – there is now a serious and extensive requirement for information on Chinese business-to-busi ...
Satisfied customers usually return and buy more, they tell other people about their experiences, and they may well pay a premium for the privilege of doing business with a supplier they trust. Therefore, when we win a customer, we should hang on to t ...
