Innovative B2B marketing : new models, processes and theory / Simon Hall

Livre

Hall, Simon (1971-). Auteur

Edité par Kogan Page Limited - 2017

La quatrième de couv. indique : "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 Innovative B2B Marketing is to cut through the noise and make sense of the new models, methods and processes that have recently emerged in the B2B marketing sphere. Authored by Simon Hall, an ex-CMO who brings over 20 years' senior level experience as one of the leading voices in the B2B sphere actively working with the CIM, the IDM, and other major associations, Innovative B2B Marketing brings together a wealth of insight and information sourced from the author's own first-hand experience. Featuring real-life examples from diverse sectors, plus topical discussion points and problems from key B2B marketing forums and associations, marketers will find new approaches, models and solutions to help deal with any B2B marketing challenge."

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.

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