Chapter 06

Apple Still a Master Storyteller

September 27, 2023September 27, 2023

Starting with Steve Jobs, Apple has always been masterful at telling stories to position its brands. In recent years Apple has sought to position its…

#M4BW | Chapter 06

What’s Next? Buying for a better world (#M4BW)

January 20, 2020December 31, 2019

The following is a direct quote from the forthcoming 17th edition of Essentials of Marketing and highlights examples of marketing for a better world in B2B. The…

Chapter 06 | Chapter 11 | Chapter 14 | Chapter 19

Amazon Backing Off Hospital Sales

April 29, 2018April 16, 2018

Amazon is a juggernaut that seems to enter one market after the next. Most of these ventures are successful for the firm but not all…

B2B | Chapter 06 | What's Now?

What’s Now? Chapter 6 – Do B2B Sellers Understand How Purchasing Agents Shop?

June 27, 2016August 8, 2016

As we know from chapter 6, organizational customers are different as compared to consumers. The chapter notes that “most purchasing managers start with an Internet…

Chapter 06

Apple Still a Master Storyteller

What’s Next? Buying for a better world (#M4BW)

Amazon Backing Off Hospital Sales

What’s Now? Chapter 6 – Do B2B Sellers Understand How Purchasing Agents Shop?

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