The history of B2B marketing is a murky one, with few clear dates or milestones to track its development. By enabling highly targeted communications for the first time, it was the data revolution from the ’60s to the ’80s that really created B2B as
Fifth Ring
I recently changed brands of washing-up liquid (dishwashing liquid for our American English subscribers). My decision-making process was deeply thought out.
B2B’s ‘overnight’ success story Many of you will be conversant with Dr Jagdish Sheth’s ‘An Integrative Model of Industrial Buying Behaviour’ (published in the Journal of Marketing October 1973). No? Perhaps not entirely surprising, in that the
BBN, the Business Branding Network, delivers international marketing communications, from integrated marketing strategies to great creative campaigns. With twenty independent marketing agencies worldwide, we have the right people in the right places
. Adapting to life in a new country brings challenges but it also opens up a hugely rewarding wealth of knowledge that only living amongst multicultural neighbours can provide.
You will hear elsewhere in this publication from Fifth Ring BBN’s Clif Collier on the company’s strategic commitment to think and act globally. The more churlish reader – particularly if they were a football (soccer for our USA readers) fan – may
I recently saw a Dutch advert. It was a big poster of a very cute little girl with a caption saying ‘Mummy, that one, that one, that one!’ At least that was the English translation. In Dutch it was spelt ‘Mama, die, die, die!’ This somewhat
Once objectives and strategy are agreed and the creative ideas are flowing, those responsible for its delivery should be engaged in the process to make the strategic thinking visible. The most creative of ideas can fall by the wayside if the
Whenever you see or hear the word strategy, an adjective or qualifier is often attached. There’s corporate strategy, marketing strategy, communications strategy and PR strategy. Occasionally strategy is relegated to role of adjective itself.
Peter Lyall
Creating and sustaining a performance culture throughout a company is something many senior executives want and need, but find almost impossible to achieve. So how do you make it happen?
