Marketing in the B2B Environment
Topic
by Amy Wilson
President-Elect, IABC/Arkansas
From the Arkansas Chapter of the
International Association of Business
Communicators, July 2003
http://www.aristotle.net/~ariabc/Newsletter/InsideIABC7_03.asp
Just what does "B2B" mean and why
should you care? Well, that's the
accepted abbreviation for
"business-to-business" marketing,
which is a hot topic these days. And
Dale D. Fodness Ph.D., of Business
Decision Resources based in Arlington,
Texas, is just the man to talk about
it. He will define B2B and explain the
ways B2B marketing differs from
consumer advertising at the IABC
Arkansas luncheon at 11:45 a.m.
Friday, July 25, at the Little Rock
Club atop the Regions Building in
downtown Little Rock.
So what makes Fodness an expert?
"As a marketing consultant, my clients
are primarily B2B companies in high
tech, healthcare and finance," Fodness
says. "My major clients at this time
are Microsoft, Ericsson and Cisco
Systems. I also teach marketing at the
University of Dallas Graduate School
of Management, where I am the chair of
the marketing management program.
Courses I teach include B2B marketing,
e-marketing, high-tech marketing, etc.
at the graduate level."
Fodness is the principal at Business
Decision Resources, a consulting firm
that specializes in strategy, research
and training. In addition to being an
assistant professor and program
director for marketing at the
University of Dallas, he is a visiting
professor of marketing for the
Helsinki School of Economics and
Business Administration. He also
serves on the Board of Directors of
the Dallas Fort Worth chapter of the
Business Marketing Association. Other
current clients, according to his
website, include DFW Airport, AMR, and
DigitalThink.
Business Decision Resources (BDR)
helps managers, entrepreneurs and
small-business owners better
understand, predict and influence the
behavior of their customers, with the
goals of improving decision making and
ensuring business success. For more
information, visit
www.bdrglobal.com.
And plan to join us at this month's
IABC meeting to learn more about B2B
marketing.
