Innovative B2B Marketing : New Models, Processes and Theory

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· 제목 : Innovative B2B Marketing : New Models, Processes and Theory (Paperback, 2 Revised edition)
· 분류 : 외국도서 > 경제경영 > 일반
· ISBN : 9781398604766
· 쪽수 : 376쪽
· 출판일 : 2022-08-03

- Chapter - 01: Introduction to business marketing;
Section - ONE: Developing your marketing strategy;
- Chapter - 02: The new marketing mix;
- Chapter - 03: B2B marketing strategy and planning;
Section - TWO: Improve B2B customer-centric marketing;
- Chapter - 04: Business customers and buying behaviours;
- Chapter - 05: Acquisition marketing;
- Chapter - 06: Retention and loyalty marketing;
- Chapter - 07: Marketing for preventing customer attrition;
- Chapter - 08: C-suite marketing;
- Chapter - 09: B2B product and solutions marketing;
Section - THREE: 'Transform' through content and digital marketing;
- Chapter - 10: Digital and content marketing;
- Chapter - 11: Digital marketing strategy and planning;
- Chapter - 12: B2B digital marketing channels;
- Chapter - 13: Content marketing;
- Chapter - 14: B2B social media marketing;
- Chapter - 15: B2B brand building;
Section - FOUR: 'Collaborate' with partners;
- Chapter - 16: Partnership marketing;
- Chapter - 17: B2B influencer marketing;
- Chapter - 18: The modern B2B channel landscape;
- Chapter - 19: Marketing to and through channel partners;
Section - FIVE: Optimizing marketing execution;
- Chapter - 20: Sales and marketing alignment;
- Chapter - 21: Account-based marketing;
- Chapter - 22: Lead generation;
- Chapter - 23: Lead nurturing;
- Chapter - 24: Modern B2B events marketing;
- Chapter - 25: Measuring and evaluating B2B marketing