B2B Marketing: A Radically Different Approach for Business-To-Business Marketers, Volume 10
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.
What people are saying - Write a review
We haven't found any reviews in the usual places.
Defining the paradigm boundaries
differences in behavior between B2B
A pedagogic challenge for B2B marketing
21 other sections not shown
advertising aeration Alfa Laval alternative applications B2B brand B2B companies B2B marketing B2B MMEINM B2B paradigm B2B purchasing B2BM2C MMMERMCE beneﬁts Bengt Eriksson brand loyalty bubble business areas buyers case-based approach channel CHAPTER CHINNIN company’s competence consumer cost customer’s customers decision criteria deﬁned differentiators drilling mud DynaSand e-business editorial material epilimnion equipment example extranet fashion ﬁeld Figure ﬁnancial ﬁnd ﬁrst ﬁrstly global hypolimnion INMMUNICAININS installed involved ITT Flygt ITT Industries Landor Associates latex major manufacturers marcoms marketing communications MaxMove MMEINM B2B module operators options organization organizational oxygen particular plant post-purchase potential problem prospects pump Rackham rational recycling relationship relevant role sales force salespeople Sandvik Secondly signiﬁcant sludge solution speciﬁc stories strategy submersible mixer supercritical carbon dioxide supercritical water oxidation suppliers Svedala tank target there’s tion tomers trade press Trelleborg wireless communication