UWP Professor George reviews the book How to Be a Rainmaker: The Rules for Getting and Keeping Customers and Clients.

Professor George discusses positioning and the failure of Coca-Cola Energy due to positioning issues.

Professor George presents how to build competitive advantage through marketing research. Topics covered are types of marketing research; the value of quantitative, qualitative and digital marketing research; secondary and primary marketing research; the marketing research process; and tips for successful marketing research to build competitive advantage.

Professor Krueger reviews Quantum Marketing by Raja Rajamannar.

Professor George covers his outlook for 2021. A slowly improving business environment will create opportunities.

Professor George covers 6 key lessons learned from 2020.

Professor George outlines how to flex your selling style to adapt to different customers to increase communication effectiveness.

The value equation for customers is the product/service, the company and the salesperson (you!). To be successful, you need to figure out what is important and creates value for the customer. Depending on your business, these 3 aspects of the value equation will vary. For example, Apple has a great product, is a valued brand with a positive company image and the Apple salespeople are very good.