Professor Thomas Steenburgh discusses the buying process in B2B marketing.
How social media plays a role in product refinement and the dissemination of information.
Professor J. Gourville discusses the value of the Strategic Marketing Management program.
Consumers are moving from being passive to being active in the buying process.
Use this time as an opportunity to change your competitive position in the market.
Professors John Gourville and Thomas Steenburgh discuss the challenges of managing today's customer.
Figure out what people want and sell at a price that captures value for the customer and the firm.
Professor John Gourville talks about the importance of value that is delivered to the consumer.
Having a clear sense of what the customer needs and how to best respond to that customer.