| 期刊全称 | B2B Marketing | | 期刊简称 | A Guidebook for the | | 影响因子2023 | Uwe G. Seebacher | | 视频video | | | 发行地址 | Introduces the fundamentals and state-of-the-art of B2B marketing.Demonstrates the use of tools and concepts using case studies.Curates a comprehensive resource for B2B marketing | | 学科分类 | Management for Professionals | | 图书封面 |  | | 影响因子 | .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.. | | Pindex | Book 2021 |
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发表于 2025-3-21 16:46:41
