Cover Image

Innovative B2B marketing : new models, processes and theory /

Bibliographic Details
Main Author: Hall, Simon, 1971- (Author)
Corporate Author: ProQuest (Firm)
Format: eBook
Language:English
Published: London, United Kindgdom ; New York, NY, USA : Kogan Page Limited, 2017.
Subjects:
Industrial marketing.
Telemarketing.
Electronic books.
Online Access:Connect to the full text of this electronic book
Table of Contents:
  • 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.