Marketing low-cost airline services to business travellers

Whither Business-to-Business Marketing Education?

The purpose of the paper is to discuss the future development of the business-to-business marketing curriculum. The conventional method of sub-dividing the overall marketing curriculum is appraised, and the legitimacy of business-to-business marketing as a component of the curriculum is assessed. Broad debates on business and marketing education, concerning managerial relevance and the place of...

The Components of Networking for Business to Business Marketing: Empirical Evidence from the Financial Services Sector

The purpose of this paper is to present the empirical findings of a recent qualitative study of the networks within which venture capital firms are embedded. The findings indicate that 60% of management buy-out managers’ time is focused on networking activities in order to procure MBO deals through their network contacts. In addition the grounded findings generated uncover the components of net...

Low-cost marketing can reap big results.

P roduct, price, place, and promotion. Every business-school academic will tell you those four "Ps" represent the essence of marketing. But after 28 years as a healthcare strategy, marketing, and public relations professional, and after countless frequent flyer miles earned consulting across the country on the topic, I'd like to add a few more "Ps." These are people, passion, persuasion, perfor...

Major Airline Pilot Hiring, Low Cost Versus Legacy

Using social media in business-to-business marketing

If business-to-consumer (B2C) marketing is the waves and the froth on the surface, business-tobusiness (B2B) is the ocean underneath. Considerably larger, substantially hidden, rather mysterious, containing poorly understood but powerful currents, and with un-plumbed depths. While B2C marketers, perhaps obsessed with the excitement and glamour of big budget TV advertising campaigns, came rather...