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Profiling values in a B2B context

In: Moment of Truth

Author

Listed:
  • Andreas Bauer
  • Björn Bloching
  • Kai Howaldt
  • Alan Mitchell

Abstract

In Chapter 3 we introduced the logic and methodology of values profiling, and most of the examples we gave came from consumer markets. It may not seem obvious but the same basic approach applies equally well to business-to-business (B2B) marketing. The number and type of values demonstrated may be different, but a values-based approach still works.

Suggested Citation

  • Andreas Bauer & Björn Bloching & Kai Howaldt & Alan Mitchell, 2006. "Profiling values in a B2B context," Palgrave Macmillan Books, in: Moment of Truth, chapter 4, pages 59-65, Palgrave Macmillan.
    • Handle: RePEc:pal:palchp:978-0-230-20388-4_4
    DOI: 10.1057/9780230203884_4
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