White Papers

A Marketing Strategy Built On Knowledge

A marketing strategy must be built on firm foundations of knowledge. In this white paper we present a checklist of questions (or an audit) that will help develop an effective marketing strategy. ...

Written by Paul Hague
White Papers

Value Marketing & Value Selling In B2B Markets

In response to increasing competition in many business-to-business markets, there is an acceptance that prices have to be reduced, margins squeezed and businesses less profitable. We at B2B International vehemently disagree with this view. ...

Written by Matthew Harrison
White Papers

Using the Focus Group in Market Research

Focus groups are essentially group discussions which rely heavily on the interaction between group members and the relationship between the researcher and the respondents. Focus groups have been a dominant form of qualitative data collection in marke ...

Written by Carol-Ann Morgan
White Papers

Rehearsing The Future – Making Better Strategic Decisions

Before developing a strategy, organisations need to analyse and understand their environment, both as it is now and as it will be. The major focus of strategic decision-making is how best to ensure a fit between the organisation and its environment. ...

Written by David Seaman and Liz Barnham
White Papers

Marketing and Selling to Chinese Businesses

The question of how to market and sell to companies based in China is one that is debated endlessly by foreign companies seeking to profit from the huge potential of the country. The aim of this paper is to explore the reasons behind both successful ...

Written by Matthew Harrison and Mark Hedley
White Papers

Business-to-Business Market Research in China

The importance of China has had an impact across industries, and the market research industry is no different. The message for market research companies – there is now a serious and extensive requirement for information on Chinese business-to-busi ...

Written by Matthew Harrison
White Papers

Customer Satisfaction Surveys & Research: How to Measure CSAT

Satisfied customers usually return and buy more, they tell other people about their experiences, and they may well pay a premium for the privilege of doing business with a supplier they trust. Therefore, when we win a customer, we should hang on to t ...

Written by Paul Hague and Nick Hague