Cardinal sin Ask the majority of companies what business they’re in and they’ll tell you what product they sell or what service they provide, rather than focusing on the solutions that those wares offer their […]
Cardinal sin Ask the majority of companies what business they’re in and they’ll tell you what product they sell or what service they provide, rather than focusing on the solutions that those wares offer their […]
Cardinal sin Ask the majority of companies what business they’re in and they’ll tell you what product they sell or what service they provide, rather than focusing on the solutions that those wares offer their […]
Applying espoused & enacted theory to B2B marketing
In the context of an organisation, the espoused part of the theory refers to how an organisation says that it behaves — the promise it makes to the outside world. The enacted part is how […]
Selling to multiple buyers
Committee B2B products and services have multiple users and the decision to make a purchase is made by a committee, each of whom has different needs for the product or service — and, therefore, a […]
