B2B Marketing: A Radically Different Approach for Business-to-business Marketers

B2B Marketing: A Radically Different Approach for Business-to-business Marketers
ISBN-10
027365425X
ISBN-13
9780273654254
Category
Business & Economics / General
Pages
226
Language
English
Published
2002
Publisher
Financial Times/Prentice Hall
Author
Steve Minett

Description

Here, for the first time, is a definitive guide to B2B marketing to help you adopt a more targeted approach to getting better results with business customers. B2B marketing requires a new set of strategies and tools, and business is looking for a new breed of B2B marketer. This book will give you the essential know-how to becoming a successful B2B marketer. Combining insight and practical advice, the book explores: - the basics of B2B marketing - fundamental differences between B2B and consumer marketing in terms of product development and purchasing behavior - how these differences affect branding and communications in B2B marketing - strategy models and actual practice, based on interviews with prominent, world- wide B2B practitioners. The book contains 9 'maxi-cases', specifically written for the book, about how some B2B companies have actually been practising Case-Based marketing, in areas such as strategy, branding and e-Business. These cases described the practise of major global companies, including ITT Industries, Ericsson, Sandvik Steel and Alfa Laval, but also smaller companies in Sweden, America and the UK."--Amazon.com book desc.

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