Business and industrial: Business-to-business

 

In 1994 St. Louis-based agribusiness giant Monsanto introduced Posilac, a drug designed to raise cows' milk production. Sold through the company's dairy division, formerly known as Proti ...

Mail Boxes Etc., Inc. (MBE), a network of franchise centers that provided products and services for small businesses, generated widespread excitement among its primary customers by offering them a cha ...

Cargill, Inc. decided at the end of the 1990s to recast its image as a staid commodities company to an innovative provider of solutions for its food industry customers. The company developed a 10-year ...

Air cargo is a competitive business in which clients frequently swap suppliers. Following the merger of Air France & KLM cargo, the aim was to become the most effective and customer-driven air cargo g ...

The DHL 'Competition' Campaign was intended to launch a fledgling brand into a stable marketplace dominated by two superbrands. Communications objectives were awareness/consideration and trial generat ...

Campaign in 1999 by Bates UK for Royal Mail. Objective: demonstrate RM services to top 100,000 business customers. Research revealed underlying problem: lack of business credibility (unlike telecoms a ...

This 1998 paper explains how in 1995 advertising helped UPS, the world's largest delivery company, to overcome the losses incurred by expanding internationally. Altogether £1bn was set out to fix Euro ...

Promotion of Royal Mail's special facilities for businesses, initially 3 bursts in 1984-5, followed up with a new campaign in early 1986. Press and direct mail used, expanded (1986) to include journal ...