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|Brand:||Financial Times Prentice Hall||EAN:||9780273654254|
|The definitive guide to B2B marketing!-- Why B2B marketing is radically different, and how to respond: New strategies, tools, and behaviors.-- World-class case studies: Ericsson, ITT, and other leading firms throughout North America, Japan, and Europe.-- Combines in-depth insights with practical, actionable advice!-- Traditional marketing theories and consumer techniques aren't up to the new challenges of B2B e-commerce. This book examines why -- and outlines a complete new methodology for effective B2B marketing, now and in the future. This book gives marketers a deep understanding of customer behavior associated with B2B purchasing decision-making. In the first section, Steve Minett introduces the fundamentals of B2B marketing, showing how it differs from conventional consumer marketing. He then drills down into each key aspect of B2B marketing, including technology, purchasing, strategy, branding, and communications -- providing practical advice for implementing effective B2B marketing programs. Along the way, Minett presents world-class case studies based on interviews with executives at Ericsson, ITT, Alfa Laval, and other leading companies throughout North America, Japan, and Europe. The book concludes with a preview of the future of B2B marketing, including advanced strategies for B2B e-commerce. For every B2B marketer in any industry.|
|eBay Product ID (ePID)||2208875|
|Number Of Pages||256 pages|
|Publisher||Financial Times/Prentice Hall|
|Group||Scholarly & Professional|
|Table Of Content|
|1. The B2B - B2C difference defining the paradigm territory 2. Adapting to the B2B paradigm the "case-based" marketing method 3. Case Based strategies for new products4. Branding for B2B 5. Managing the communications channels 6. Maximizing the editorial channel 7. Case-based communications 8. E- business for B2B|
|"I picked up your B2B Marketing book over the weekend and couldn't put it down. As a B2B specialist for our agency, I found it to be very enlightening and dead on. Your ability to demonstrate the philosophical differences in B2C and B2B marketing should serve as the foundation for all marketers in their efforts to provide value to their clients, organizations and companies. Thanks again for bringing this book into my life. God Speed."<>Scott Davila, Carter Ryley Thomas "Rare indeed are the books devoted to the important, but all to often neglected, subject of business-to-business (b2b) marketing. For the b2b marketer the search for useful advice often reveals little more than foot notes in the great annals of marketing, which remain overwhelmingly dedicated to the cause of business-to-consumer (b2c) marketing. With this book Steve Minett hopes to begin to address this imbalance. It is intended, and indeed succeeds, as a pracitical guide for practioners, that spells out why b2b is different, and how these differences affect your marketing activities.The b2b practioner will be hard pressed to find a more useful guide to the subtle, but tremendously important nuances of their trade."John Ling, CIM Direct<>"The quote on the jacket of this book claims that Minett's B2B Marketing is 'a radically different approach for business-to-business marketers', and to be honest that is exactly what this book offers."<>Andrew Thompson, Automotive Review "There are few good books for B2B marketers, despite the fact that they form the majority of the profession. Steve Minett's excellent and highly originally book is a welcome exception: every B2B marketer should read this book," Charles Nixon, Chairman of Cambridge Marketing College & Trustee of the International Board of the CIM. "Minett effectively combines the analytical clarity of the academic with the hands-on knowledge of an experienced marketing professional - essential reading." Steve Turner, Senior Lecturer, Stockholm University "I've had experience of both B2C & B2B marketing, and can confirm that Minett's book is insightful, original and above all, of great practical value for the B2B practitioner," Steve Hinton, Market Support Manager, Ericsson "I'd have to say that for the B2B marketer, a Case-Based marketing strategy is simply the best available option: I would very much encourage my fellow professionals around the world to read Steve Minett's book," Bjorn von Euler, Director of Corporate Communications, ITT Fluid Technology & Speciality Products Group "Steve Minett's approach to B2B marketing is fresh and thought-provoking. One business book in a thousand offers this kind of original and clear thinking; theory with feet still firmly on the ground. This book will be indispensable to anyone who wants to be competitive in B2B." Carl Eric Linn, author and lecturer, senior consultant Meta Management AB "Minett very effectively combines theory with practice. He's been active in the front-line of B2B marketing for many years, but also has a sharp and highly original grasp of the theory necessary to act in this area. The book makes excellent reading for anybody involved in industrial marketing," Göran Nyström, Vice-President Sales & Marketing, Sandvik Steel "Minett is clearly on to something. Anyone trying to sell a product or service in the B2B world will benefit from his advice,", from the foreword by Tom Martin, Senior Vice-President & Director of Corporate Relations, ITT Industries Inc, New York|
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