I am a fan of the HBR in its print form and I go far and wide to grab a free copy if only for a few hours. Pampered at getting free access through office, I was yearning for it the past month, being out of there. Nevertheless, as the Nepali saying goes, khane mukh lai junga le chekdaina (literal translation goes: for one who is hungry, the mustache is no barrier), I quenched my thirst last week poring greedily at one luscious copy of the tabloid.
The mind blowing article, although pretty short for the depth of content it reveals, proves me right in my yearning for the magazine so bad.
Rethinking the 4Ps by Richard Ettenson, Eduardo Conrado and Jonathan Knowles gives a through justification on why SAVE should replace the half a century old 4Ps in case of B2B marketing. And it is a must read for all marketers I think. Instead of product, focus on Solution, it says defining offerings by the needs they meet. Instead of place, the word is Access taking into consideration the customers' entire purchase journey. Price is replaced by a focus on Value, which refers to articulating the benefits relative to price. Finally, focus on Education is for promotion, providing relevant information.
And my thirst and quenching of knowledge shall continue ever after!
The mind blowing article, although pretty short for the depth of content it reveals, proves me right in my yearning for the magazine so bad.
Rethinking the 4Ps by Richard Ettenson, Eduardo Conrado and Jonathan Knowles gives a through justification on why SAVE should replace the half a century old 4Ps in case of B2B marketing. And it is a must read for all marketers I think. Instead of product, focus on Solution, it says defining offerings by the needs they meet. Instead of place, the word is Access taking into consideration the customers' entire purchase journey. Price is replaced by a focus on Value, which refers to articulating the benefits relative to price. Finally, focus on Education is for promotion, providing relevant information.
And my thirst and quenching of knowledge shall continue ever after!
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