B2B Marketing

Name: B2B Marketing
Brand: Springer Nature Switzerland AG
SKU: 9783030542948
Price: 271.96 PLN
Availability: InStock

A Guidebook for the Classroom to the Boardroom

Autor: Uwe G. Seebacher

Język:

Oprawa: Miękka

Wydawca: Springer Nature Switzerland AG

Dostępność: Dostępna u dostawcy

Wysyłamy za 5-8 dni

271.96 zł

This unique book comprehensively presents the current state of knowledge, theoretical and practical...

Informacje o książce

Autor

Uwe G. Seebacher

Język

Angielski

Oprawa

Książka - Miękka

Data wydania

2022

strony

755

EAN

9783030542948

Enbook ID

38971534

Wydawca

Springer Nature Switzerland AG

Waga

1181

Wymiary

155 x 235 x 42

Pełny opis

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.

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B2B Marketing

A Guidebook for the Classroom to the Boardroom

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