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B2B marketing strategy : differentiate, develop and deliver lasting customer engagement

Author: Heidi Taylor, (Marketing consultant)
Publisher: London : Kogan Page Limited, 2018. ©2018
Edition/Format:   eBook : Document : EnglishView all editions and formats
Summary:
Filled with real-world case studies and practical, actionable insights, this book takes you through three phases of thinking, doing and being different in order to make B2B marketing memorable in the hearts and minds of customers, creating lasting customer engagement. --
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Genre/Form: Electronic books
Material Type: Document, Internet resource
Document Type: Internet Resource, Computer File
All Authors / Contributors: Heidi Taylor, (Marketing consultant)
ISBN: 9780749481070 0749481072
OCLC Number: 1003489670
Description: 1 online resource
Contents: Chapter - 00: Introduction;Section - ONE: Think Different - Fallacy #1; Marketing Has Forever and Fundamentally Changed;Chapter - 01: Change Happens - The Seismic Shift in Our B2B Marketing Environment;Chapter - 02: All That Glitters - B2B Marketing's Obsession With the Latest Tools and Tactics;Chapter - 03: 5 Essential Steps to Think Different;Section - TWO: Do Different - Fallacy #2; The Marketing Plan is The Marketing Strategy;Chapter - 04: Getting Back to Basics - Brand, Strategy, Customers and Measurement;Chapter - 05: An Introduction to 3D Marketing - Differentiate, Develop and Deliver;Chapter - 06: 5 Essential Steps to Do Different;Section - THREE: Be Different - Fallacy #3; The Purpose of Marketing is Lead Generation;Chapter - 07: What is the Purpose of Marketing?;Chapter - 08: 7 rules of Engagement For The Social Era;Chapter - 09: Taking a Big Idea to Market - 5 Lessons;Chapter - 10: 5 Essential Steps to Be Different;Section - FOUR: Conclusion;Chapter - 11: Tactics are For The Moment, Ideas are Forever
Responsibility: Heidi Taylor.

Abstract:

Improve your B2B marketing strategy through a highly practical and unique methodology, and debunk many of the myths blighting the B2B landscape.  Read more...

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"Give a copy of this book to every B2B marketer you know. [Taylor is] an award-winning B2B marketer and is a mentor to the next generation of marketing professionals. When Heidi has something to say, Read more...

 
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