INTERNATIONAL EDITION---Principles of Marketing, 17th edition
INTERNATIONAL EDITION---Principles of Marketing, 17th edition
17th Edition
ISBN: 9780134642314
Author: Philip T. Kotler and Gary Armstrong
Publisher: PEARSON
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Chapter 6, Problem 6.23CC
Summary Introduction

Case summary:

The one of the best B2B marketing is Company PG. It is the top most selling brands and it is the world’s largest advertiser. It has a strategic relationship with its partnership. In Company PG it happens through CBD- Customer Business Development. It involves partnering with the retail clients. Company PG knows that if the business has to grow then the business of retail clients has to grow.

But this was a complex task, so Company PG forms a team CBD for its clients which includes specialists and salespeople for every brands and aspects. The team CBD has all the resources to solve the problems of their clients and customers. This creates a trust between the clients and Company PG

Characters in the case:

  • Person PG

To discuss: Whether Company P’s divestment of 100 brands pay off or not.

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