In today’s business-to-business environment, sticking to the traditional four P’s of marketing – product, place, price and promotion- has fostered narrow, product-focused strategies. Those strategies lead marketing and sales teams to stress product attributes that are no longer differentiators but are now simply the cost of market entry.
Richard Ettenson, using insights from the results of a five-year study of more than 500 managers and customers in multiple countries and across a wide range of B2B industries, has reframed the 4 Ps as SAVE: Solutions, Access, Value and Education. He will share how SAVE can help you create new strategies for this new B2B world at the HECNA Global Forum taking place on June 17-18 in Chicago. Contact Lori Szudarek for additional details and registration information.
Richard Ettenson, Ph.D., is a professor and Thelma H. Kieckhefer Fellow in Global Marketing and Brand Strategy at Thunderbird School of Global Management.