Types: B2B

 

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 article warns business-to-business marketers to think carefully before transferring TV advertising to the Web. People relax watching TV, but watch the Internet at their desks, task-oriented. Diff ...

Based on prior research, we identified seven factors that customers might consider important in a business-to-business website. Using a rigorous scale development procedure and a field study with 606 ...

This article describes an initiative by three US (business to business) media organisations to develop a standardised online registration form that is acceptable to business users, media providers and ...

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 ...

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

Discusses the principles and methods of running advertising campaigns to the trade (business-to-business). How to build branding. Some classic trade campaigns.

This article argues for the importance of high standards of production in business-to-business direct mail, in order to convey the right values and image in a competitive marketplace.

Describes how Neuro-Linguistic Programming (NLP) can help target business marketing communications. NLP theory is that 'the way people speak and the words they use reveal more about them than they rea ...

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 calls for the application of content analytic techniques to advertising as a method of predicting advertising effectiveness. A comprehensive empirical investigation examines the effect of ...

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 paper sets out to describe how to maximise the value-added role of research in the business-to-business communications process. The various areas in which research can contribute are considered, ...

In the middle of the 1980's Du pont was operating a standardised approach for testing communications effectiveness, originally developed for television commercials but subsequently adapted for radio a ...

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 considers the problem of determining effective frequency for business-to-business advertising. It describes an approach which involves combining communication-component building blocks.

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 ...

The paper extends the 2004 work done by Dhar, Menon and Maach (published in the same edition of JMR) to predict complex business-to-business purchase decisions and additional behavioural context effec ...

The paper suggests that the value and impact of the 2004 paper by Kivetz, Netzer and Srinivasan (published in the same edition of JMR) can be enhanced by extensions that examine key underlying institu ...