One of the core issues for B2B marketing is often: “What is the customer willing to pay?” The answer is simple (at least in theory): the price the buyer can…
[youtube]http://www.youtube.com/watch?v=audakxABYUc[/youtube] In this highly entertaining TED talks speech, held in Oxford last year, the advertising giant Rory Sutherland discusses how advertising adds value to a product by changing our perception…
If you ask your customers what their most important criteria are for choosing a supplier, most will say: “Number one is ‘price’. Number two is ‘quality’.” They’re lying. But it’s…