Innovative B2B Marketing
New Models, Processes and Theory
Format:Paperback
Publisher:Kogan Page Ltd
Published:3rd Aug '22
Should be back in stock very soon
This paperback is available in another edition too:
- Hardback£82.00(9781398604780)
Navigate the B2B marketing sphere with this fully updated guide on how to better understand new customer habits, the digital era and how to shift away from outdated traditional practices.Innovative B2B Marketing is an essential guide for marketers looking for the latest approaches, models and solutions for B2B marketing. Written by one of the leading voices in the B2B marketing sphere who works with the Chartered Institute of Marketing (CIM) and other major associations, this book features real-life examples from a diverse range of sectors including marine, information technology and pharmaceutical, plus topical discussion points and challenges from key B2B marketing forums and associations. Now fully updated, the second edition of Innovative B2B Marketing features new chapters on customer attrition, B2B partnership marketing and lead nurturing, as well as further content on influencer marketing and the behaviours of millennial customers. It is accompanied by online resources which consist of case studies, web links to insightful videos and articles, and presentation slides with practical models and templates.
"If you read any B2B marketing publication this year, this should be it! Simon Hall provides us with a refreshing view, relevant content and truly practical advice, touching on many areas pertinent in the B2B marketing world right now and for the future. Absolutely fantastic insight for any marketer" * Catherine Dutton, Global Chief Marketing Officer, Atos *
"How do you build best-in-class B2B strategy in today's digital economy? How are great B2B brands built? How do you select the right lead nurturing agency? Innovative B2B Marketingis a rich treasure trove of B2B strategic wisdom." * Shenda Loughnane, Global MD, iProspect *
"B2B marketers today need to be more dynamic than ever before, but this can be difficult in an environment where the complexity of the tools, technologies, techniques and channels has exploded, leaving many of us floundering. Innovative B2B Marketingprovides the guidance that all B2B marketers need to help them navigate for success. I will be keeping this book very close to hand." * Richard Robinson, Former Chair, B2B Council DMA *
"A long-overdue resource for anyone working in the B2B environment or wishing to enter into it. Simon Hall's development of practical and relevant B2B marketing models make this essential reading for marketers and other professionals" * Dawn Southgate, Former Head of Knowledge, The Chartered Institute of Marketing *
ISBN: 9781398604766
Dimensions: 235mm x 156mm x 21mm
Weight: 560g
376 pages
2nd Revised edition