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This unique book comprehensively presents the current state of knowledge, theoretical and practical alike, in the field of business-to-business (B2B) marketing. More than 30 of the best and most recognized B2B marketers address the most relevant theoretical foundations, concepts, tried and tested approaches and models from entrepreneurial practice. Many of those concepts are published for the first time ever in this book.

The book not only builds on the existing classic literature for industrial goods marketing but also – and much more importantly – finally closes the gap towards the rapidly growing 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 detail, especially in terms of their applicability and implementation. The book as a whole reflects the B2B marketing journey so that the readers can directly connect the content to their own experience and use the book as a guide in their day-to-day work for years to come.

Availability

Inventory Code	Barcode	Call Number	Location	Status
2108000217	EB0004954	658.8 Mar	Central Library (OPAC)	Available

Detail Information

Series Title: Management for Professionals
Call Number: 658.8 Mar
Publisher: Switzerland : Springer Cham., 2021
Collation: xxvii, 755p.:ill
Language: English
ISBN/ISSN: 978-3-030-54292-4
Classification: 658.8.
Content Type: Ebook
Media Type: -
Carrier Type: online resource
Edition: 1
Subject(s): Marketing
Specific Detail Info: -
Statement of Responsibility: BRF

Other version/related

No other version available

File Attachment

B2B Marketing

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