266 INDEX
price/pricing (continued)
during a recession 129–31,
132, 140, 142
helping customers to reduce
their costs 134–5
introducing higher/lower-
priced versions of
products 88, 139
and investment in marketing
141–2
loyalty 130
managing your 139–41
recognising customers
changing needs 131–3, 139
price segmentation 139–40
proactive contact 70
product configuration 55–60,
192
product development
involving customers in 47–60
partnerships and speeding up
of 236–8
product guides 122
product platform 95
product range 173
increasing 88–9, 238–9
product roadmap 94–5
products
characteristics of strategically
important 136–9
enhancement of 87–8
online reviews 36, 37, 39
pre-announcing new 49–50
profitability record 174
project services 137
prospect relationship
management 206–9
purchasing professionals 154
recessions
marketing budgets during 141
pricing during 129–31, 132,
140, 142
recommendations 13
relationship marketing 161–3
release dates 49–50
reputation, corporate see
corporate reputation
resourcing 222–31, 233
and alliance relationships 230
benefits 223–4, 226–7, 233
comparison with contracting
222
cost 225
and e-marketing 230–1
emphasis on delivery 223
and events 228
making better use of staff
budget 224–5
and niche markets 228–9
removal of ‘people costs’ 225
supporting channels 229
supporting of marketing
communications 227–8
ways to use 227–31
retail sales development 192
retail support 192–3
sales
closing the gap through
collaboration with
marketing 203–5, 210
gap between marketing and
201–2
transfer of leads from
marketing to 205–6
seminars 185
senior executives 153–4
and collegiate environment 43
services (customer) 95, 97–112
adding value to your product
97–8, 112

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