B2B Marketing Strategy
Differentiate, Develop and Deliver Lasting Customer Engagement
by Heidi Taylor
This title was previously available on NetGalley and is now archived.
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Pub Date Dec 03 2017 | Archive Date May 16 2019
Kogan Page Ltd | Kogan Page
Description
B2B marketing is functioning in an increasingly fast-paced and complex business landscape, with a wealth of new technologies, tools and channels, and where customers are more in control of the buying process than ever before. With the imperative to become 'digital', B2B marketers have become consumed by the marketing activity itself - the tactics - instead of the outcomes marketers want and need to achieve for customers and businesses. B2B Marketing Strategy provides fresh insight into the challenges marketers are facing in such an environment and offers a new framework for developing B2B marketing strategy and plans.
Written by an internationally recognised and award winning senior marketing strategist, B2B Marketing Strategy is a thought-provoking and comprehensive exploration of the state of B2B marketing. Expertly examined, this book will challenge the perspective of B2B marketers by confronting and refuting the many fallacies that currently dominate the industry. Filled with real-world case studies and practical, actionable insights, B2B Marketing Strategy takes the reader through three phases of thinking, doing and being different in order to make B2B marketing memorable in the hearts and minds of customers, creating lasting customer engagement.
Available Editions
| EDITION | Other Format |
| ISBN | 9780749481063 |
| PRICE | £26.99 (GBP) |
| PAGES | 240 |
Featured Reviews
Renwick M, Reviewer
I got myself a copy of this book as my job brings me into contact with professional marketers on a regular basis. The author has managed to tackle her subject in such a way that people like me can be informed as much as her target audience. Having completed the book I feel that I have been informed by someone who knows her subject and has provided thought-provoking ideas for her peers.
I would highly recommend this book to anyone interested in the subject.
Karen K, Reviewer
Running a B2B company, this book caught my eye. Who can't use new perspectives on marketing strategies?
Heidi spends some time on how marketing has changed with the Internet and social media, but also on the definition of a strategy and how that is different to your objectives and initiatives.
I did feel like the book was better aimed at marketing professionals rather than business owners and I would recommend it to marketers interested in other ideas and opinions.
Thanks to the publisher and NetGalley for providing me with an advanced reader copy in exchange for an honest review.
Chelsea C, Reviewer
I am currently in school for my undergrad in marketing so I found this book to be relatable to my studies as well as beneficial in many of my courses. Heidi Taylor is well-informed in B2B marketing and this book is a wonderful tool to have on your desk for reference.
Readers who liked this book also liked:
John Kotter; Holger Rathgeber
Business, Leadership, Finance, Nonfiction (Adult)
