Ch. 7 - Business Marketing

Business Marketing is an essential component of Goldwell's revenue. Goldwell products as mentioned are sold to professionals within the hair industry. Around the world salon professionals are buying and using Goldwell Products in there services offered.

Goldwell has formed a strategic partnership with Kao along shared values of salon exclusivity and Kao as the Salon Distributor for Goldwell.  This year Goldwell has formed strategic alliance with Orbie in the United States.  According to Goodwill's press release "By combining the vast reach of each brand’s individual salon networks and cutting-edge professional education and support initiatives, this groundbreaking partnership will unlock powerful business and artistic opportunities for salons. Oribe Hair Care and Goldwell share a forward-thinking philosophy that puts stylists and salon professionals at the center of every decision; now, each brand will have an even bigger platform from which to bring innovation to the high-end segment of hair care experts and salon clients that they service." 

Ch. 11- Developing and Managing Products

Goldwell when developing new products listens to consumers during research of new products necessary.  Goldwell not only seeks it's business consumers on what is necessary.  Goldwell when developing products likes to satisfy the need and want of consumers while maintaining its brand. Goldwell being a high end hair product brand makes it products nothing less than high end.