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Viser: B2B Marketing Strategy - Differentiate, Develop and Deliver Lasting Customer Engagement
B2B Marketing Strategy Vital Source e-bog
Heidi Taylor
(2017)
B2B Marketing Strategy
Differentiate, Develop and Deliver Lasting Customer Engagement
Heidi Taylor
(2017)
Sprog: Engelsk
om ca. 10 hverdage
Detaljer om varen
- 1. Udgave
- Vital Source searchable e-book (Reflowable pages)
- Udgiver: Kogan Page (December 2017)
- ISBN: 9780749481070
Bookshelf online: 5 år fra købsdato.
Bookshelf appen: ubegrænset dage fra købsdato.
Udgiveren oplyser at følgende begrænsninger er gældende for dette produkt:
Print: 2 sider kan printes ad gangen
Copy: højest 2 sider i alt kan kopieres (copy/paste)
Detaljer om varen
- Paperback: 216 sider
- Udgiver: Kogan Page, Limited (December 2017)
- ISBN: 9780749481063
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.
Written by an internationally recognised and award winning senior marketing strategist, B2B Marketing Strategy is a thought-provoking and comprehensive exploration of the state of B2B marketing. Expertly examined, this book will change the perspective of B2B marketers by confronting and refuting many of the fallacies that currently dominate B2B marketing. Filled with real-world case studies and practical, actionable insights, B2B Marketing Strategy takes the reader 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.
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
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