The BCG Way: The Art of Business Marketing

Hideaki Imamura

Marketing has become one of the most important business word today. It still focuses on consumers rather than on organization. The so-called organizational marketing targets at organizations to sell, rather than directly sell to consumers. These organizations include corporates, government, schools, hospitals. The author, by analyzing large volume of real cases, introduces the main principles of organizational marketing. He intends to guide the readers to analyze and improve marketing skills through some simple methods or tools. As the author predicted, marketing logic will become a necessary quality of the corporate sales in the 21st century companies. Once the organizational sales understands the marketing logic, he/she is more than a sales. They can understand the market scientifically and maximize the opportunity for the company within the market.