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Innovative B2B marketing : new models, processes and theory

Author: Simon Hall
Publisher: London ; New York, NY ; New Delhi : Kogan Page Limited, [2017]
Edition/Format:   Print book : English : 1st editionView all editions and formats
Summary:
"Innovative B2B Marketing is a clear, practical guide that demystifies modern aspects of B2B marketing, including marketing models, processes and thought leadership pieces. New customer buying habits, the digital era and the new industry landscape (influenced by the application economy) have all had a great impact, with marketing professionals consequently facing a shift away from traditional practices. The focus of  Read more...
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Additional Physical Format: Online version:
Hall, Simon, 1971-
Innovative B2B marketing.
New York, NY : Kogan Page Ltd, [2017]
(DLC) 2017023768
Document Type: Book
All Authors / Contributors: Simon Hall
ISBN: 9780749480806 0749480807
OCLC Number: 967502419
Description: xix, 287 pages : illustrations ; 24 cm
Contents: Introduction to business marketing --
Developing your marketing strategy --
The new marketing mix --
B2B marketing strategy and planning --
Improve B2Bb2b customer-centric marketing --
Business customers and buying behaviours --
Acquisition marketing --
Retention and loyalty marketing --
C-suite marketing --
From product to solutions marketing --
B2B influencer marketing --
Transform through content and digital marketing --
Digital and content marketing --
Digital marketing strategy and planning --
B2B digital marketing channels --
Content marketing --
B2B social media marketing --
B2B brand building --
Collaborating with channel partners --
The modern B2B channel landscape --
Marketing to channel partners and enabling them --
Marketing through channel partners --
Channel marketing strategy and control --
Optimizing marketing execution --
Sales and marketing alignment --
Account-based marketing --
Lead generation --
Modern B2B events marketing --
Modern marketing operations --
Index.
Other Titles: Innovative business-to-business marketing
Responsibility: Simon Hall.

Abstract:

Demystify modern aspects of B2B marketing with this clear, practical guide to new marketing models and processes, including thought leadership pieces on new customer buying habits and the digital era.

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