Gary Lilien Identifies Three Key Challenges for B-to-B Marketers

In this video, Dr. Robin Coulter, Professor of Marketing and Department Head at The University of Connecticut School of Business, discusses three key challenges that B-to-B marketers face with Dr. Gary Lilien, Distinguished Professor of Management Science at the Smeal College of Business at Pennsylvania State University.

With no true marketing training or business school background, Gary Lilien has become a leading authority in the area of business to business marketing and co-founded the Institute for the Study of Business Markets. He has noted the three key challenges for B-to-B firms are (1) Innovation Outside the Firm, (2) Changes to the Buying Process and (3) B-to-B Data Analytics.




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