Darden Professor Thomas Steenburgh and co-author Michael Ahearne discuss how salespeople and companies can better sell new products business to business.
Feed the Future Partnering for Innovation, a USAID-funded program, and Popoyán, a Guatemalan agribusiness, partnered to commercialize a line of biological products for smallholder farmers in Guatemala.
To compete effectively in a fast-paced environment, companies are realizing they need to build deeper attachments with customers. They want customers who will do more than just shop — who will influence others, make referrals and even co-create new products.
Sanitation Marketing Systems in Bangladesh was a finalist for the annual P3 Impact Award, which recognizes leading public-private partnerships that improve communities around the world.
In recent decades, marketing efforts have grown in sophistication, speed and expense. Now the field’s metrics need to catch up, so that marketers can effectively assess what a campaign did — or failed to do.
Before Lin-Manuel Miranda and his hit show Hamilton were on Broadway, he was working to create buzz, connecting with the public through an active social media presence, particularly on Twitter. His savvy use of social media serves as a case in point in how to engage multiple audiences.
