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But today's shorter product lifecycles and the intense pressures of global competition no longer allow companies the luxury of "build it and they will come" thinking.
Just what is business marketing anyway? Because the answer forms the core of our mission at the Institute for the Study of Business Markets (ISBM), we've spent considerable time discussing it with the leading marketers who comprise our membership. Through these discussions it became clear that the foundation of the B2B marketing discipline is to both understand the concept of value?in tangible, numeric terms?and implementing a systemic process for managing value...
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Common topics in this essay:
- A critical review of the ways in which marketing thought is evolving in response to current trends in the services marketing environment.
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