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: Paperback / softback
Length: 755 pages
Publication date: 04 May 2022
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, this book goes a step further by bridging the gap towards the rapidly evolving ecosystem of modern B2B marketing terms, instruments, 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 examined in depth, with a particular focus on their applicability and implementation.
The book is designed to serve as a valuable resource for readers, allowing them to directly connect the content to their own experiences and use it as a guiding tool in their daily work for years to come. It reflects the entire B2B marketing journey, providing a roadmap for professionals seeking to excel in this dynamic field.
Weight: 1181g
Dimension: 235 x 155 (mm)
ISBN-13: 9783030542948
Edition number: 1st ed. 2021
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