Archive for November, 2010

How B2B marketing has evolved (and why the joined-up-marketing blog)

How B2B marketing has evolved (and why the joined-up-marketing blog)

In the early 1990s when Nick and I both started out in B2B marketing we were both at IBM and life was easy: outbound and offline, Marketing 1.0. Brand consistency was a big thing, Intel Inside was quoted ad-nausium and the hot business books were Technobrands by Chuck Pettis, Competing for the Future by Gary Hamel and C.K. Prahalad and thanks to The Loyalty Effect by Frederick Reichheld, loyalty programmes and incentives were the hot tick in marketing. In larger organisations marketing a

November 26, 2010 No Comments Full Story