Shulph Ink
B2B Marketing: A Guidebook for the Classroom to the Boardroom
B2B Marketing: A Guidebook for the Classroom to the Boardroom
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- More about B2B Marketing: A Guidebook for the Classroom to the Boardroom
This book provides a comprehensive overview of business-to-business (B2B) marketing, covering theoretical foundations, concepts, approaches, and models from renowned marketers. It also introduces new terms and technologies, such as Account-Based Marketing, Buyer Journey, ChatBots, Content AI, Marketing Automation, Marketing Canvas, Social Selling, Touchpoint Sensitivity Analysis, and Predictive Intelligence, explaining their applicability and implementation. The book serves as a valuable guide for practitioners and a reference for years to come.
Format: Hardback
Length: 755 pages
Publication date: 04 May 2021
Publisher: Springer Nature Switzerland AG
This remarkable book offers a comprehensive and up-to-date exploration of the field of business-to-business (B2B) marketing, encompassing both theoretical and practical aspects. Drawing upon the expertise of over 30 renowned B2B marketers, it delves into the most relevant theoretical foundations, concepts, and proven approaches and models derived from entrepreneurial practice. Many of these concepts are presented for the first time in this authoritative publication.
In addition to building upon the established body of knowledge in industrial goods marketing, the book goes beyond, significantly bridging the gap between the evolving landscape of modern B2B marketing and its terminology, tools, products, and topics. Technical terms such as Account-Based Marketing, Buyer Journey, ChatBots, Content AI, Marketing Automation, Marketing Canvas, Social Selling, Touchpoint Sensitivity Analysis, and Predictive Intelligence are explained and scrutinized in depth, with a particular focus on their practical applications and implementation.
The book is designed to mirror the B2B marketing journey, allowing readers to directly relate the content to their own experiences and utilize it as a valuable guide for their day-to-day work for years to come. By presenting a holistic view of the field, this comprehensive resource empowers professionals and enthusiasts alike to stay at the forefront of the ever-changing B2B marketing landscape.
Weight: 1334g
Dimension: 235 x 155 (mm)
ISBN-13: 9783030542917
Edition number: 1st ed. 2021
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