Branding in B2B markets

The value of Branding in B2B Markets, part two

Technology Markets

The value of branding in B2B environments is epitomised by modern technology markets. Traditionally associated with a reluctance to invest in brand, this industry is accustomed to spending vast amounts on technical facilities and capital equipment. Technology markets are especially reticent to channel resources into what it often identifies as abstract concerns and until recently, this attitude was acceptable. Previously, demand for technology predominantly centred on product functionality and cost, conforming to the stereotype of today’s B2B model. However, technology suppliers were forced to re-examine this approach as their markets matured.

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Integrated marketing

Integrated marketing. What is it? Do I need it?

Integrated marketing is a term that gets bandied around an awful lot these days, but what does it actually mean?

Most companies from small start-ups

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