Book Chap. 4 - Proactively Defining Your B2B Market

Most companies define their markets too simplistically -- missing the opportunity to shape the competitive environment in a way that's beneficial. The team of Sean, Mary and Tom discuss ways that markets can be defined creatively to yield a truly creative mindset and a superior value proposition for customers.

Om Podcasten

I am Tom Spitale, a Partner at Impact Planning Group - welcome to our Podcast! Along with my colleagues and Partners Mary Abbazia and Sean Welham, we are the authors of "The Accidental Marketer" published by Wiley. Through our book and our consulting practice, we help (mostly B2B) Accidental Marketers create unique and compelling strategies that differentiate their products and services from the competition. Our podcast addresses important B2B strategic marketing issues and is designed to help listeners maximize profits in their area of responsibility by creating, communicating and capturing (via pricing strategies) more value for customers than competitors do.