PR holds key to communicating value in b-to-b marketing

Article Abstract:

Companies should enhance their public relations strategies to communicate the value of their business-to-business marketing campaigns to customers. The key is to develop a plan that takes into consideration how competitors publicize their achievements, what messages they deliver, which statistics they cite and which factors influence their positions. It is also important to constantly update public relations programs with business developments, new accounts, milestones in product development and changes in marketing strategies.

Public Affairs, Column, Public relations

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Argus borrows marketing clout

Article Abstract:

Argus Industries, maker of 35mm cameras, boosts product sales by partnering with other companies in the latter's marketing efforts. It uses catalog sales, premiums and ad inserts in credit car bills to sell its products. These activities publicize Argus cameras without the need for advertising campaigns. For example, Argus makes cameras showing other firms' logos for their clients such as Discover Card and Keebler brand cookies.

Photographic equipment and supplies, Photographic and Photocopying Equipment Manufacturing, Motion Picture Cameras, 35 & 70mm, Marketing, Camera industry, Movie cameras, Argus Industries Inc.

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Marketing mastery: taking it one step at a time

Article Abstract:

Business-to-business marketing campaigns are becoming more creative. This creativity was manifested in the winning works at the 1998 Creative Excellence in Business Advertising competition. Business-to-business marketing and advertising campaigns are more sophisticated and compelling while invoking fun. Furthermore, the campaigns are targeted at people rather than business, making them more appealing to the audience.

Editorial, Business creativity

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