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B2B Marketing Strategy: Differentiate, Develop and Deliver Lasting Customer Engagement
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B2B MARKETING STRATEGY: DIFFERENTIATE, DEVELOP AND DELIVER LASTING CUSTOMER ENGAGEMENT

PAPERBACK BY TAYLOR, HEIDI

£17.99

ISBN
9780749481063
IMPRINT
KOGAN PAGE LTD
 
 
EDITION
PUBLISHER
KOGAN PAGE LTD
STOCK FOR DELIVERY
IN STOCK
FORMAT
PAPERBACK
PAGES
216 pages
PUBLICATION DATE
03 DEC 2017

DESCRIPTION

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, it changes the perspective of B2B marketers by taking the unique approach of confronting and refuting many of the fallacies that are dominating the current state of 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.

CONTENTS

    • 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