Managing products for Business Markets
By providing a solution for customers, the product is the central force of business market strategy. The firm's ability to put together a line of products and services that provide superior value to customers is the heart of business marketing management. This week we will discuss how to build a strong business-to-business brand, the strategic importance of providing competitively superior value to customers, the various types industrial product lines, product positioning, and a strategic approach for managing products across the stages of the technology adoption life cycle.