B2B marketing strategy : differentiate, develop and deliver lasting customer engagement
By: Taylor, Heidi
Material type:
BookPublisher: London : Kogan Page. c2018.Description: xi, 200 p. : ill. ; 24 cm.ISBN: 9780749481063Subject(s): Industrial marketing | Industrial marketing | Business-to-Business-MarketingDDC classification: 658.804 TA BT
Summary:
B2B marketing is functioning in an increasingly fast-paced and complex business landscape, with a wealth of new technologies, tools and channels, and where customers are more in control of the buying process than ever before. With the imperative to become 'digital', B2B marketers have become consumed by the marketing activity itself - the tactics - instead of the outcomes marketers want and need to achieve for customers and businesses. B2B Marketing Strategy provides fresh insight into the challenges marketers are facing in such an environment and offers a new framework for developing B2B marketing strategy and plans.
| Item type | Home library | Call number | Status | Notes | Date due | Barcode | Item holds |
|---|---|---|---|---|---|---|---|
| REGULAR | University of Wollongong in Dubai Main Collection | 658.804 TA BT (Browse shelf) | Available | Jan2019 | T0060939 |
Total holds: 0
, Shelving location: Main Collection Close shelf browser
|
|
|
|
|
|
|
||
| 658.804 HU BU Business marketing management : B2B / | 658.804 HU BU Business marketing management : B2B / | 658.804 MA IM Implementing key account management : | 658.804 TA BT B2B marketing strategy : | 658.804 TO TE Technical marketing communication : a guide to writing, design, and delivery | 658.8076 AD ST Study guide to accompany Stanton, Miller and Layton fundamentals of marketing. | 658.8076 AD ST Study guide to accompany Stanton, Miller and Layton fundamentals of marketing. |
Includes index.
- 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
B2B marketing is functioning in an increasingly fast-paced and complex business landscape, with a wealth of new technologies, tools and channels, and where customers are more in control of the buying process than ever before. With the imperative to become 'digital', B2B marketers have become consumed by the marketing activity itself - the tactics - instead of the outcomes marketers want and need to achieve for customers and businesses. B2B Marketing Strategy provides fresh insight into the challenges marketers are facing in such an environment and offers a new framework for developing B2B marketing strategy and plans.