B2B Marketing Guidebook - Vol. 1 The Strategic Foundations of Next Generation B2B Marketing /
| מחבר תאגידי: | |
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| מחברים אחרים: | |
| סיכום: | XIV, 672 p. 202 illus. text |
| שפה: | אנגלית |
| יצא לאור: |
Cham :
Springer Nature Switzerland : Imprint: Springer,
2025.
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| מהדורה: | 2nd ed. 2025. |
| סדרה: | Contributions to Management Science,
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| נושאים: | |
| גישה מקוונת: | https://doi.org/10.1007/978-3-031-91183-5 |
| פורמט: | אלקטרוני ספר |
תוכן הענינים:
- Part I: Introduction, Framework, and Current Status of B2B Marketing
- 1.1 Next Generation B2B Marketing
- 1.2 Full Steam Ahead Towards Industry 5.0 - The Question Is Not If, but How
- 1.3 B2B Marketing Ecosystem
- 1.4 The B2B Marketing Maturity Model – Your Path to Predictive Profit Marketing
- 1.5 MarTech in B2B Marketing: The 2030 Edition
- Part II: Practical Concepts and Methods
- 2.1 B2B Marketing Strategy – Finding the Needle in the Haystack
- 2.2 The Marketing Canvas – A Template for Powerful Go-to-Market Strategies
- 2.3 Navigating Agile Marketing
- 2.4 Branding or No Branding – An Introduction to B2B Branding
- 2.5 Employer Branding as a Turbo for B2B Marketing
- 2.6 Why You Should Think Strategically About Marketing Automation
- 2.7 Marketing Automation as an Organizational Framework
- 2.8 Marketing Automation – The Perfect Process Model for Implementation
- 2.9 Grow, Cooperate, or Fail – How Medium-Sized B2B SMEs Can Ride the Wave of Digitalization in Marketing
- 2.10 Successful Lead Management – Nothing’s Gonna Stop Us Now
- Part III: Case Studies (Digital Transformation & Strategic Success Stories)
- 3.1 The Marketing Pathfinder – The B2B Marketing Journey of an SME
- 3.2 Digital Transformation in Shipping – The Hapag-Lloyd Story
- 3.3 Choosing the Right Marketing Automation Platform (Romero-Palma)
- 3.4 Strategic Lead Management for Optimized Marketing – The Approach of Innogy in Innovative Energy Solutions
- 3.5 Marketing and Sales Excellence – Recommendations for Tackling This Evergreen Topic
- 3.6 Transforming to Digital Sales and Marketing: Fujitsu’s Journey Toward a Digital and Sustainability Transformation Company. .