Simon Hall

Innovative B2B Marketing

New Models, Processes and Theory

• Gebundenes Buch

Produktbeschreibung

Cut through the noise surrounding B2B marketing using this clear and pragmatic guide, providing coverage of all the most recent developments including social marketing, customer attrition and B2B partnership marketing.

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Produktdetails

• Verlag: Kogan Page
• 2nd edition
• Seitenzahl: 376
• Erscheinungstermin: 30. August 2022
• Englisch
• Abmessung: 233mm x 165mm x 35mm
• Gewicht: 875g
• ISBN-13: 9781398604780
• ISBN-10: 139860478X
• Artikelnr.: 62548102

Autorenporträt

Simon Hall, based in Berkshire, UK, is a marketing innovator with 25 years' experience in Technology and Services Marketing. He is the Managing Director and Founder of NextGen Marketing Solutions, a B2B marketing and business consultancy. Previously UK Chief Marketing Officer for Dell, he has also held senior roles at Acer, Microsoft and Toshiba. He is a Course Director with the Chartered Institute of Marketing (CIM), and lectures at Pearson Business School (University of Kent). He is a B2B council member with the Data and Marketing Association (DMA) and the author of B2B Digital Marketing Strategy, also published by Kogan Page.

Inhaltsangabe

Chapter
01: Introduction to business marketing; Section
ONE: Developing your marketing strategy; Chapter
02: The new marketing mix; Chapter
03: B2B marketing strategy and planning; Section
TWO: Improve B2B customer
centric marketing; Chapter
04: Business customers and buying behaviours; Chapter
05: Acquisition marketing; Chapter
06: Retention and loyalty marketing; Chapter
07: Marketing for preventing customer attrition; Chapter
08: C
suite marketing; Chapter
09: B2B product and solutions marketing; Section
THREE: 'Transform' through content and digital marketing; Chapter
10: Digital and content marketing; Chapter
11: Digital marketing strategy and planning; Chapter
12: B2B digital marketing channels; Chapter
13: Content marketing; Chapter
14: B2B social media marketing; Chapter
15: B2B brand building; Section
FOUR: 'Collaborate' with partners; Chapter
16: Partnership marketing; Chapter
17: B2B influencer marketing; Chapter
18: The modern B2B channel landscape; Chapter
19: Marketing to and through channel partners; Section
FIVE: Optimizing marketing execution; Chapter
20: Sales and marketing alignment; Chapter
21: Account
based marketing; Chapter
22: Lead generation; Chapter
23: Lead nurturing; Chapter
24: Modern B2B events marketing; Chapter
25: Measuring and evaluating B2B marketing

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• • Chapter - 01: Introduction to business marketing;
• Section - ONE: Developing your marketing strategy;
• • Chapter - 02: The new marketing mix;
  • Chapter - 03: B2B marketing strategy and planning;
• Section - TWO: Improve B2B customer-centric marketing;
• • Chapter - 04: Business customers and buying behaviours;
  • Chapter - 05: Acquisition marketing;
  • Chapter - 06: Retention and loyalty marketing;
  • Chapter - 07: Marketing for preventing customer attrition;
  • Chapter - 08: C-suite marketing;
  • Chapter - 09: B2B product and solutions marketing;
• Section - THREE: 'Transform' through content and digital marketing;
• • Chapter - 10: Digital and content marketing;
  • Chapter - 11: Digital marketing strategy and planning;
  • Chapter - 12: B2B digital marketing channels;
  • Chapter - 13: Content marketing;
  • Chapter - 14: B2B social media marketing;
  • Chapter - 15: B2B brand building;
• Section - FOUR: 'Collaborate' with partners;
• • Chapter - 16: Partnership marketing;
  • Chapter - 17: B2B influencer marketing;
  • Chapter - 18: The modern B2B channel landscape;
  • Chapter - 19: Marketing to and through channel partners;
• Section - FIVE: Optimizing marketing execution;
• • Chapter - 20: Sales and marketing alignment;
  • Chapter - 21: Account-based marketing;
  • Chapter - 22: Lead generation;
  • Chapter - 23: Lead nurturing;
  • Chapter - 24: Modern B2B events marketing;
  • Chapter - 25: Measuring and evaluating B2B marketing

Rezensionen

"If you read any B2B marketing publication this year, this should be it! Simon Hall provides us with a refreshing view, relevant content and truly practical advice, touching on many areas pertinent in the B2B marketing world right now and for the future. Absolutely fantastic insight for any marketer" Catherine Dutton, Global Chief Marketing Officer, Atos