B2B marketing : a guidebook for the classroom to the boardroom

B2B marketing : a guidebook for the classroom to the boardroom / Uwe G. Seebacher, editor.

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 ap...

Full description

Saved in:
Bibliographic Details
Other Authors: Seebacher, Uwe G. (Editor)
Format: eBook
Language:English
Published: Cham : Springer, 2021.
Series:Management for professionals.
Subjects:
Industrial marketing.
Industrial marketing
Online Access:Click for online access
Table of Contents:
  • Part I: Basics and Theories: A Good Base Is Half the Rent
  • 1. The Big Picture: Why the Going Gets Tougher!
  • 2. The B2B Marketing Ecosystem: Finding Your Way Through the World of Colorful B2B Terms!
  • 3. The B2B Marketing Maturity Model: What the Route to the Goal Looks Like!
  • 4. MarTech 8000: How to Survive in Jurassic Park of Dazzling Marketing Solutions
  • Part II: Practical Concepts and Models: Applied Science from the Experts
  • 5. B2B Marketing Strategy: Finding the Needle in the Haystack
  • 6. The Marketing Canvas: A Template for Powerful Go to Market Strategies
  • 7. To Brand or Not to Brand: An Introduction to B2B Branding
  • 8. Marketing Automation: Defining the Organizational Framework
  • 9. Marketing Automation: Exploring the Process Model for Implementation
  • 10. Successful Lead Management: Nothings Gonna Stop Us Now
  • 11. Digital Lead Capturing at Trade Fairs: Understanding the Low-Cost Quick Win Generator
  • 12. User Experience and Touchpoint Management: A Touchpoint Performance Management Toolkit for the Buyer Journey
  • 13. Content Marketing Process: Embrace Art and Science
  • 14. Contingency-Centric Content Management: Mastering Content Overload with Smart Content Marketing
  • 15. Buyer-Centric Content Approach: Design Thinking to Market to Humans in the B2B World
  • 16. From Keywords to Contextual Frameworks: New Take on B2B SEO Enabling Next Level Content
  • 17. Strategic Account-Based Marketing: How to Tame This Beast
  • 18. Social Media in B2B: The New Kids on the Block
  • 19. Social Selling in B2B: How to Get Jump Started
  • 20. Corporate Influencing in B2B: Employees as Brand Ambassadors in Social Media
  • 21. Digital Marketing in China: How B2B Companies Can Successfully Expand into the Chinese Market
  • Part III: Case Studies and Showcases: Applied Success Featuring the Ambitious
  • 22. Finding the Right Path: A B2B Marketing Journey SME Showcase
  • 23. Digital Transformation in Shipping: The Hapag-Lloyd Story
  • 24. Choosing the Right Marketing Automation Platform: A SME Success Story
  • 25. How to Improve with a Strategic Lead Management: The Go-to-Market of Innovative Energy SolutionsCase Energy Industry
  • 26. Marketing and Sales Excellence: A Practical Showcase for Organisations
  • 27. Marketing and Sales Excellence: A Practical Showcase for Organisations
  • 28. User Experience and Touchpoint Management: A Case Study for the Mechanical and Engineering Industry
  • 29. Sales Channel Management: A Low-Cost Quick Win Showcase for External Salesforce Excellence
  • 30. Central Business Intelligence: A Lean Development Process for SMEs
  • 31. From Zero to Hero: B2C Practice as Revenue Generator in B2B
  • 32. 365 Days B2B Marketing Turnaround: A Fact-Driven, Bullet-Proof Showcase Guide
  • Part IV: Closing
  • 33. What Did This Guidebook Present, and Where Does It Go from Here?

Similar Items