Heidi Taylor: B2B Marketing Strategy

Cover: 9780749481063 | B2B Marketing Strategy | Heidi Taylor | Taschenbuch | Englisch | 2017

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Sprache: Englisch

Originalsprache: Englisch

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Beschreibung

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 challenge the perspective of B2B marketers by confronting and refuting the many fallacies that currently dominate the industry. 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.

Über den Autor

Heidi Taylor

Zusammenfassung

Presents a completely original model - the 3D Marketing Strategy - to shift focus from continually changing technologies and channels to lasting customer engagement and measurable results

Inhaltsverzeichnis

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

Details

Erscheinungsjahr:	2017
Fachbereich:	Werbung & Marketing
Genre:	Wirtschaft
Rubrik:	Recht & Wirtschaft
Medium:	Taschenbuch
ISBN-13:	9780749481063
ISBN-10:	0749481064
Sprache:	Englisch
Originalsprache:	Englisch
Herstellernummer:	8069
Einband:	Kartoniert / Broschiert
Autor:	Taylor, Heidi
Hersteller:	Kogan Page
Maße:	234 x 156 x 12 mm
Von/Mit:	Heidi Taylor
Erscheinungsdatum:	03.12.2017
Gewicht:	0,336 kg