By Victor L. Hunter
"In a hugely aggressive international industry, this concept of "creating a neighborhood of consumers" is actually an interesting and insightful technique to do business--both brief- and long-term." -- Dr. Stephen R. Covey Covey management middle "At final . . . Hunter and Tietyen have written a "must-read" implemenation consultant for company marketers!" -- Leonard A. Schlesinger George F. Baker, Jr., Professor of commercial management Harvard college "This e-book is progressive. i am confident Vic Hunter and his affiliates have set the normal for business-to-business advertising within the twenty first century." -- Bob Stone, Chairman Emeritus Stone & Adler, Inc. "What an outstanding ebook! . . . actually cutting edge pondering and a must-read for any government answerable for his or her company's advertising future." -- Chuck Tannen, President objective convention company "Two sorts of pioneers can regulate the norms of ways trade succeeds: those that find a higher method and those that placed that higher approach into perform. Hunter is among the distinct breed who meets either facets of that definition. He has sophisticated the paintings of database advertising and utilize it in solidifying company relationships." -- Edward L. Schmitz Director, New company improvement Shell Oil items
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Extra resources for Business to business marketing: creating a community of customers
It has grown from the realization that individual people, not organizations, make decisions to buy. These decisions are based on solving business applications. In the business-to-business arena, business is conducted between organizations or institutions only in a formal, transactional sense. Individuals, and sometimes groups of individuals, make the actual decisions. And individuals are looking for long-term relationships based on an understanding of their business problems. Mass marketing approaches are simply not productive in this environment.
The emergence of lower-cost relational databases and lower-cost data storage make it more economical to focus on the individual. 5. More managers are demanding accountability from sales and marketing. 6. Increasingly sophisticated and easier-to-use databases make it practical to identify existing and emerging market niches with greater focus. 7. Product life cycles are shorter, with the result that timeto disseminate informationis at a premium. For example, in the personal computer laptop market, the product life cycle has dropped to about eight months.
However, face-to-face contact is not necessarily the right solution. , value-based communication. For some types of contacts, that may mean face-to-face, but for other contacts, phone, fax, mail, or e-mail may be preferable. So, it's important to understand how your customer wants to be contacted. Developing a value-added contact plan. Once you understand why and how an individual customer buys from you, you can begin the process of delivering value through every contact with the individual. This added value encompasses communicating with the individual and satisfying needs.
Business to business marketing: creating a community of customers by Victor L. Hunter