Answer to Question #212520 in Marketing for Lina

Question

Take your university as an example of a business customer for books and other educational materials. Imagine that you are a representative from a publisher who intends to establish sales to the university. How might you use the model of business buyer behavior to help you develop a strategy for marketing effectively to this customer?

Answer 1

Answer

To market effectively to the business customer, I would establish a good integrated marketing communication that would help me bring together various communication tools to deliver a common message and make the desired impact on the customer’s perception. Again, I would combine a range of marketing communication methods to execute the marketing of books and other educational materials to the university. However, some of the basic methods of marketing communication I would use are personal selling, direct marketing, and sale promotion. Hence, this methods would help me increase sales for the publishing business.