Webinar: Building Effective B-to-B Marketing Plans--From Launch to Maturity--November 1, 2007

Dr. Robert Thomas
Professor of Marketing
McDonough School of Business
Georgetown University

To view a recording of this webinar, please visit our Webinar Archives Page.

Marketing in the 21st Century has taken a sharp turn toward increasing complexity and turbulence. Consumer marketers have experienced this turbulence for over a decade and now it has caught up with business-to-business marketers. A tidal wave of uncertainty about future business growth and profitability has risen rapidly through every level of the value chain. CEO’s and CMO’s of leading corporations have begun to realize that…

• Allowing new products and technologies to simmer in stage-gate stagnation is no longer acceptable… 
  
• Believing the sales force will heroically bring in sales quarter after quarter in increasingly fragmented markets is rapidly becoming a pipe dream…
  
• Driving the organization into six-sigma starvation has led to profits – but few opportunities for organic or innovation-driven market growth.

A few progressive B-to-B firms are already making the necessary, and in some cases even drastic, adjustments to become more market-driven before it’s too late. They have resurfaced the almost disregarded and lowly marketing plan to be the tool of choice to organize and drive their business to new levels of growth and profitability. Like nothing else, it galvanizes a firm’s resources to focus on the market and create new value-based offerings to meet ever-changing market needs.

This ISBM exclusive webinar will help open eyes to the opportunities of a well-formulated marketing plan. In the webinar we will begin to understand the real meaning and value of a marketing plan in business markets. We will discuss who should be involved in preparing the marketing plan and those who should see it.  We will review a step-by-step process for building a highly effective business-to-business marketing plan that can be used for new product launches, building growth, or managing the mature business.

For more information

Institute for the Study of Business Markets (ISBM)
Smeal College of Business
The Pennsylvania State University
484 Business Building
University Park, PA 16802-3603

Phone: 814-863-2782
Fax: 814-863-0413