B2B Marketing: A Radically Different Approach For Business-To-Business Marketers: Different Audience, Different Strategies, It's a Different World

Minett Steve

ISBN 10: 027365425X ISBN 13: 9780273654254

Editorial: Pearson Education, Harlow, 2002

Idioma: Ingl�s

Condici�n: Usado - Bueno Encuadernaci�n de tapa dura

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Descripci�n

226 pages. Book and Jacket are both in Very good condition throughout, the only exception is some wear to top edge.

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Detalles bibliogr�ficos

T�tulo

B2B Marketing: A Radically Different Approach For Business-To-Business Marketers: Different Audience, Different Strategies, It's a Different World

Editor

Pearson Education, Harlow

Fecha de publicaci�n

2002

Idioma

Ingl�s

ISBN 10

027365425X

ISBN 13

9780273654254

Encuadernaci�n

Hard Cover

Edici�n

First Edition.

Estado

Very Good

Estado de la sobrecubierta

Very Good

Cat�logos de vendedores

Business and Finance

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Sinopsis

What do you think will impress a potential business customer most? A slick marketing pitch or a concrete example of how your products or services have helped genuine businesses make real money? Here is a radically different approach for business-to-business marketers, based on proof not promises.Business customers and traditional consumers do not buy the same way; they are driven by different impulses and respond to different approaches. Business buyers behave differently and it's time we marketed to them differently. B2B and B2C marketing satisfy their respective customers' needs and wants in different ways. B2B product development is driven by technological progress, B2C driven by fashion and trends. B2B purchases are often a considered, group decision while B2C purchases are personal and more impulsive. Here, for the first time, is a definitive guide to B2B marketing to help you adopt a more targeted approach to getting better results with business customers. B2B marketing requires a new set of strategies and tools, and business is looking for a new breed of B2B marketer. This book will give you the essential know-how to becoming a successful B2B marketer. Combining insight and practical advice, the book explores: - the basics of B2B marketing - fundamental differences between B2B and consumer marketing in terms of product development and purchasing behavior - how these differences affect branding and communications in B2B marketing - strategy models and actual practice, based on interviews with prominent, world- wide B2B practitioners.The book contains 9 'maxi-cases', specifically written for the book, about how some B2B companies have actually been practising Case-Based marketing, in areas such as strategy, branding and e-Business. These cases described the practise of major global companies, including ITT Industries, Ericsson, Sandvik Steel and Alfa Laval, but also smaller companies in Sweden, America and the UK. "There are few good books for B2B marketers, despite the fact that they form the majority of the profession. Steve Minett's excellent and highly originally book is a welcome exception: every B2B marketer should read this book," Charles Nixon, Chairman of Cambridge Marketing College.

Acerca del autor

Steve Minett PhD has spent most of his working life in B2B marketing for large European & North American multi-national companies. He has a BA from the University of Sussex, and an MA and PhD from Stockholm University. He is also a Chartered Marketeer who undertook postgraduate work at Oxford and Minnesota Universities, and lectured at Stockholm University. In 1991, Steve established his own agency, Minett Media, which works with a wide range of clients from multi-nationals to companies with less than 10 employees. He has written over 200 articles in more than 60 different international journals.

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Business Overview - A.B.N Number: 24105299289 Marlowes Books is one of Australia's largest marketplaces for books. Marlowes is an 'Online' bookseller of hard to find, rare, used and out of print books centrally located in Brisbane, Australia. Our stock - We specialize in - Rare, Out of Print, Collectible and Hard to Find Books. We offer over 33,000 Books in over 90 categories which are all stocked in our own warehouse in Brisbane, QLD. Our orders are dispatched daily throughout Australia and around the globe. Our books - Prior to listing any book, we carefully assess the quality, condition and price to offer books that are you will treasure for a lifetime and be able to pass down to future generations. We aim to stock quality, interesting and niche books, while also covering most categories and subjects. Our principal market are books which are not available new any longer, but are still in demand and highly sort after. Our customers - Marlowes Books values our customers satisfaction as the No.1 achievement in our business. We want to not only meet, but exceed your expectations. We welcome new customers to our store and books, and also provide great and on going service to our regular clientele. We are dedicated to fulfilling your reading needs from start to finish Our website - Marlowes Books achieves the above by creating a secure and easy-to-use database which is all put together behind the scenes and displayed onto you as our website. Great attention to detail has been a key part in the design and architecture of our site. Not only does our system keep our regular customers returning, but also allows new customers to search and locate their book with relative ease. Your Orders - Every order is treated with importance and high priority with care in packing and sending. Not only do we carefully detail and asses our books at the time of listing, they all go through a second, final inspection at the time of dispatch to ensure your order reaches you in the best possible condition. Please feel free to browse our stock on line and contact us for any further information. The Team @ Marlowes Books

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