Customer Engagement

By | August 4th, 2020|B2B Customer Engagement, Business-to-Business Marketing, Businesses|

Masterclass by Prof. D.V.R.Seshadri, Clinical Professor in Marketing Area at Indian School of Business, Mr. Rajesh Pandit, Management Consultant, and Prof. Philip C. Zerrillo, Deputy Dean, Corporate Relations and Professor in Marketing Area (Practise) at ISB Date: Thursday July 30, 2020 Compiled by Astha Sharma, Senior Manager, ISB-Centre for Business Markets (CBM) What [...]

What is anti-dumping duty?

By | July 13th, 2020|Business-to-Business Marketing, Indian Businesses, Indian Economy|

This blog seeks to decode what is meant by dumping, what is anti-dumping duty and why it is important for business managers to understand these terms. In economics, dumping is when manufacturers export a product to another country at a price below the fair market price, which can hurt the local manufacturers in the importing [...]

The Imperative for Marketing Excellence

By | June 14th, 2020|B2B Customer Engagement, Business-to-Business Marketing|

[Based on the article: "Marketing Excellence: Nature, Measurement, and Investor Valuations," by Christian Homburg, Marcus Theel, and Sebastian Hohenberg, published in the Journal of Marketing (Online version, dated: June 3, 2020.)] By Astha Sharma, ISB-Centre for Business Markets According to Christian Homburg, Marcus Theel, and Sebastian Hohenberg, the authors of the above article, “Marketing Excellence” [...]

Excerpts of the Talk: ‘Future of Work, Jobs and Careers after COVID-19’

By | April 21st, 2020|Business-to-Business Marketing|

Excerpts of the Talk: ‘Future of Work, Jobs and Careers after COVID-19,’ Talk by Mr. Sanjiv Mehta, Chairman & MD, Hindustan Unilever, Moderated by Mr. Ronnie Screwvala, first-generation Indian entrepreneur and philanthropist Dated: April 8, 2020 This is a summary of a very insightful recent talk on how markets could change after the COVID 19 [...]

The B2B Elements of Value

By | November 14th, 2019|Business-to-Business Marketing|

Value as a cornerstone in B2B is a familiar idea. And the value is arrived at through the various value elements. Traditionally, these value elements were all understood to be equally important. New research by Almquist, Cleghorn, and Sherer (2018) finds that there is a hierarchy of elements, which have probably emerged through the evolution [...]

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