ISBM at the Penn State Smeal College of Business – Academic Institute supporting B2B Research. Switch to the ISBM-Corporate website.
Companies can benefit from emphasizing the benefits they provide along with the products they sell.
B2B marketers can optimize their short-term resource allocation in four key ways during economic downturns.
The rise of eB2B retailers opens up an exciting opportunity for collaboration with CPG manufacturers.
A common complaint among firms is that B2B market segmentation does not really work that well. A possible reason may be that true market segmentation does not stop with one’s direct customer but should also include the customer’s customer and so on in a multi-level B2B2C market segmentation structure. A B2B2C market segmentation alignment may lead to innovative positioning, as well as, creative message levers for the sales force to use as an argument to gain advantage according to strategically aligned segment needs. Case studies will illustrate this approach.
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