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B2B marketing = a guidebook for the ...

Seebacher, Uwe G.

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B2B marketing = a guidebook for the classroom to the boardroom /

紀錄類型:	書目-電子資源 : Monograph/item
正題名/作者:	B2B marketing/ edited by Uwe G. Seebacher.
其他題名:	a guidebook for the classroom to the boardroom /
其他作者:	Seebacher, Uwe G.
出版者:	Cham :Springer International Publishing : : 2021.,
面頁冊數:	xxvii, 755 p. :ill., digital ;24 cm.
Contained By:	Springer Nature eBook
標題:	Industrial marketing. -
電子資源:	https://doi.org/10.1007/978-3-030-54292-4
ISBN:	9783030542924

B2B marketing = a guidebook for the classroom to the boardroom /
B2B marketinga guidebook for the classroom to the boardroom /[electronic resource] :edited by Uwe G. Seebacher. - Cham :Springer International Publishing :2021. - xxvii, 755 p. :ill., digital ;24 cm. - Management for professionals,2192-8096. - Management for professionals..

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.

ISBN: 9783030542924

Standard No.: 10.1007/978-3-030-54292-4doiSubjects--Topical Terms:

657817
Industrial marketing.

LC Class. No.: HF5415.1263 / .B363 2021

Dewey Class. No.: 658.804

B2B marketing = a guidebook for the classroom to the boardroom /
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