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Case study index

The case examples in this canon illustrate how b2b best practice theory is applied in the real world. Click on any of the titles below to view.

1. Understanding customers / BT
   Understanding customers and their markets
   
   
2. Understanding customers / Dell
   Providing a service individually tailored to the needs of the business customer
   
   
3. Segmentation / BT
   BT uses a number of traditional segmentation techniques to address its customer base
   
   
4. Segmentation / Unisys
   Understanding the difference between trivial and true strategic segmentation
   
   
5. Segmentation / BA
   Segmenting UK corporate decision-makers
   
   
6. Propositions / BT
   BT?s approach to propositions
   
   
7. Portfolio marketing / BT
   Creating product portfolios
   
   
8. Portfolio marketing / Royal Mail
   Royal Mail's checklist for portfolio marketing
   
   
9. Channel strategy / Royal Mail
   Cost effective deployment of sales resource across market sectors
   
   
10. Channel strategy / Dell, Charles Schwab, First Direct
    What do these three companies have in common?
    
    
11. Channel strategy /Unisys
    A channel view from Unisys
    
    
12. Relationship marketing / BT
    BT's approach to CRM
    
    
13. Brand communications / Twyford bathrooms
    Repositioning at Twyford Bathrooms
    
    
14. Brand communications / IBM
    IBM's marketing campaign for the City of London
    
    
15. Alignment / BT
    Aligning marketing strategy with supply partners and sales channels
    
    

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