B2B Marketing Strategy: Differentiate, Develop and Deliver Lasting Customer Engagement

ISBN-13: 9780749481063 / Angielski / Miękka / 2017 / 216 str.

Heidi Taylor

Opis

B2B marketing is facing a multitude of challenges. Fast moving digital trends and a wealth of new technologies and channels, mean that customers have the ability to seize control of the buying process more completely than ever before. Marketers are often left scrambling to keep up, but B2B Marketing Strategy shows readers how to remain ahead of the curve and focus on what truly matters - the customer - in order to achieve true competitive advantage in today's multi-channelled marketing realm. Written by an internationally recognised and award winning senior marketing strategist, B2B Marketing Strategy provides a new and game-changing model to help marketers hone their focus and employ effective strategies to win lasting customer engagement. Filled with real-world case studies and practical insights, it takes the unique approach of confronting and refuting several fallacies that are dominating the current state of B2B marketing, including the belief that the digital revolution has fundamentally changed the very core of marketing. By fostering an understanding of what truly drives and grows a business, B2B Marketing Strategy will help companies become memorable in the hearts and minds of their customers.