B2B Marketing: A Radically Different Approach for Business-To-Business Marketers, Volume 10

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Financial Times/Prentice Hall, 2002 - Business & Economics - 226 pages
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The definitive guide to B2B marketing!-- Why B2B marketing is radically different, and how to respond: New strategies, tools, and behaviors.-- World-class case studies: Ericsson, ITT, and other leading firms throughout North America, Japan, and Europe.-- Combines in-depth insights with practical, actionable advice!-- Traditional marketing theories and consumer techniques aren't up to the new challenges of B2B e-commerce. This book examines why -- and outlines a complete new methodology for effective B2B marketing, now and in the future. This book gives marketers a deep understanding of customer behavior associated with B2B purchasing decision-making. In the first section, Steve Minett introduces the fundamentals of B2B marketing, showing how it differs from conventional consumer marketing. He then drills down into each key aspect of B2B marketing, including technology, purchasing, strategy, branding, and communications -- providing practical advice for implementing effective B2B marketing programs. Along the way, Minett presents world-class case studies based on interviews with executives at Ericsson, ITT, Alfa Laval, and other leading companies throughout North America, Japan, and Europe. The book concludes with a preview of the future of B2B marketing, including advanced strategies for B2B e-commerce. For every B2B marketer in any industry.

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Contents

Defining the paradigm boundaries
4
differences in behavior between B2B
22
A pedagogic challenge for B2B marketing
38
Copyright

21 other sections not shown

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About the author (2002)

Steve Minett has spent most of his working life in B2B marketing for large European & North American multi-national companies.He has a BA from the University of Sussex, and an MA and PhD from Stockholm University. He is also a Chartered Marketeer who undertook postgraduate work at Oxford and Minnesota Universities, and lectured at Stockholm University.
In 1991, Steve established his own agency, Minett Media, which works with a wide range of clients from multi-nationals to companies with less than 10 employees. He has written over 200 articles in more than 60 different international journals.

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