Branding, advertising, and promotion – Page 5

The Relative Influence of Economic and Relational Direct Marketing Communications on Buying Behavior in B2B Markets (Kim and Kumar)

B2B firms spend significant resources in direct marketing to manage their customer relationships. Firms should understand how customers evaluate these organizational marketing communications, which ultimately affect their buying behaviors. Based on four years of customer relationship management data of a Fortune 500 B2B service firm, Kim and Kumar (2018) built a model that aids B2B firms to strategically allocate marketing resources across economic and relational value messaging.

August 31, 2020

Godfrey: How to Adapt Your B2B Messaging During COVID-19

The COVID-19 crisis affects many functions of an organization. Focusing on messaging, Godfrey formulated advice on how to adapt communication. Varying from email campaigns to (virtual) sales calls and social media plans, both content and tone require attention. The advice has been summarized by five tips.

June 5, 2020

Marketing in Uncertain Times – Reviving Customer Connections: From Now to Next (Laura Patterson and Bob Thomas)

In this Marketing in Uncertain Times Town Hall, as states and businesses start to reopen after COVID-19 shutdowns, this session focuses on reviving customer connections. Hear from expert panelists Laura Patterson, President of VisionEdge Marketing, Inc. and Bob Thomas, Professor of Marketing at Georgetown University and ISBM Fellow & Mastery Curriculum instructor.

May 12, 2020

United Nations is Crowdsourcing Communication Solutions in the COVID-19 Crisis

Focusing on the communication process, the United Nations has initiated a global crowdsourcing campaign to collect ideas that can help against the spread of COVID-19. Given the global nature of the call, the hope is that this will lead to work that will engage and inform people across different cultures, languages, communities and platforms.

April 1, 2020

Brand-Centric Digital Activation (Mitch Duckler)

When it comes to digital marketing, investment dollars are often sub-optimized or altogether wasted because online tactics are not being

March 10, 2020

Branding in B2B Firms

B2B branding is just as important to business buyers as B2C branding is to consumers. Yet, it seems that many B2B businesses do a poor job of developing and managing their corporate brands, sub-brands and other brands. The goal of this chapter is to answer the following questions to help B2B firms do a better job of branding: 1) Why do B2B firms often fail to make good use of branding? 2) Which major B2B firms make very good use of branding? 3) What does a B2B firm need to know about branding as a starting point? 4) What steps should a B2B firm take if it wants to build a strong brand?

March 5, 2020

Trade Shows in the Business Marketing Communications Mix

Trade shows continue to occupy a prominent position within the B2B communications mix. This chapter on trade shows first provides an overview of the impact of the technological revolution on traditional trade show strategies. Next, relevant knowledge on trade shows along three perspectives is reviewed, starting with the exhibitor perspective where we cover issues related to the planning and execution of trade show strategy, followed by the viewpoints of trade show attendees and show management. The chapter concludes with an overview of implications and opportunities for academic research in this domain, as well as lessons for managers.

March 5, 2020

Manchester City Football Brand and Influence Campaign Aimed B2B2C (Joe Vesey) (Part 1)

Story of a B2B Technology company trying a new approach to marketing/communications elevating a message around sustainability/social value creation – awareness of water challenges and solutions that exist to bring clean water to those in need. Hear their thought process and lessons learned for picking a global partner and their platform to help tell this story, Manchester City Football Club, the second most valuable sports franchise in the world.

February 6, 2020

Manchester City Football Brand and Influence Campaign Aimed B2B2C (Joe Vesey) (Part 2)

February 6, 2020

ISBM Pulse: Branding, advertising, and promotion

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