The Death of Propaganda » książka
The Death of Propaganda
ISBN-13: 9788799494903 / Angielski / Miękka / 2012 / 226 str.
B2B buyer behavior has changed - now it's your turn. B2B buyers have changed the way they evaluate and purchase goods and services-yet most B2B suppliers still approach their markets with hyped-up, propaganda-like messages. The challenge now is for such companies to move from spouting propaganda to establishing credibility. From the role of salesperson to that of a customer advocate. And from broadcasting self-recommendations toward a more powerful model where people recommend the company and its products to their peers. The Death of Propaganda presents Three Voices(TM) strategy, a step-by-step recipe for meeting this challenge via three distinct modes of stakeholder engagement: Voice of Company; Voice of Industry; and Voice of Customer. All three Voices need to be integrated into top-level business strategy, and incorporated into marketing and communication plans to fully address the needs of the new breed of B2B buyer.
B2B buyer behavior has changed - now its your turn.B2B buyers have changed the way they evaluate and purchase goods and services-yet most B2B suppliers still approach their markets with hyped-up, propaganda-like messages. The challenge now is for such companies to move from spouting propaganda to establishing credibility. From the role of salesperson to that of a customer advocate. And from broadcasting self-recommendations toward a more powerful model where people recommend the company and its products to their peers.The Death of Propaganda presents Three Voices™ strategy, a step-by-step recipe for meeting this challenge via three distinct modes of stakeholder engagement: Voice of Company; Voice of Industry; and Voice of Customer. All three Voices need to be integrated into top-level business strategy, and incorporated into marketing and communication plans to fully address the needs of the new breed of B2B buyer.
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