Business and industrial: Business-to-business

 

Relationship marketing (RM) is frequently employed by firms to improve their dealings with customers. Despite the absence of a universally acceptable definition of RM, it has gained considerable inter

This campaign, both the Grand Winner and a gold winner in the B2B category at the ARF David Ogilvy Awards, promoted use of the US Postal Service - rather than UPS or FedEx - to send packages. Research

This paper describes a qualitiative research technique developed by the Brazilian agency DCSNET Comunicações to understand the country's different consumer profiles and their regional partic ...

For the 2008 Back to School season, OfficeMax planned to focus on a new audience, shifting its emphasis away from children and “tweens” to women in the workplace. These women, who are also moms, carry ...

Royal Mail is one of the UK's best-known brands, but has also recently faced two sizeable challenges. The first was the formal introduction of competition in its category, taking away 20% of the marke

Touchdown is a premium brand of glyphosate manufactured by Syngenta Crop Protection Canada. Touchdown competes in a very crowded category - there are 25 major branded and generic glyphosates available

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 ...

In June 2006, ITN (Independent Television News) launched a new corporate identity. As part of this global launch ITN Archive became ITN Source, the world's leading aggregator of moving image content, ...

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 car ...

The broad wholesale industry generally serves as an intermediary between commercial buyers and sellers of commodities and merchandise. A common example is buying a manufacturer's products and selling ...

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 ...

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 ...

China is not only a huge fast-moving consumer goods market, but an industrial product market with enormous development potential as well. With the aim to better understand the B2B market situation in ...

This paper establishes the relevance and need of an appropriate pricing construct (not price per se) in driving the profit growth and illustrates how research feeds into the construct. The same would ...

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 paper describes how market research supports successful brand and category management. The authors discuss how Henkel, a leading manufacturer of adhesive products for the professional (B2B) marke ...

This paper examines the requirements for and issues occurring in designing and conducting research in a B2B (non-fast moving consumer goods) environment, and for non-researchers, on an international a ...

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.

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