B2B Marketing Fundamentals: Drive Impact Across Brand, Reputation, Relationships and Revenue
Mackie, Kate
B2B Marketing Fundamentals: Drive Impact Across Brand, Reputation, Relationships and Revenue Business to business marketing fundamentals / Kate Mackie. - London: Kogan Page, 2025. - xvi, 228p. ; 24cm. Illustration;
Includes bibliographical references and index.
Marketing as a business function -- Back to brilliant basics -- Strategic planning in B2B -- B2B audience targeting -- B2B brand: Why it matters more than you think -- Reputation: Built through loyalty, advocacy and success stories -- Relationships: Maximizing your most valuable asset -- Revenue: Unlocking marketing influenced sales -- Internal communication: Activating internal advocates -- marketing management: Getting the business behind you -- Conclusion: Marketing means business.
Understand how traditional marketing methods can be directly applied to B2B businesses to deliver results across brand, reputation, relationships and revenue.
English
9781398619647
Industrial marketing
658.804 M19B
B2B Marketing Fundamentals: Drive Impact Across Brand, Reputation, Relationships and Revenue Business to business marketing fundamentals / Kate Mackie. - London: Kogan Page, 2025. - xvi, 228p. ; 24cm. Illustration;
Includes bibliographical references and index.
Marketing as a business function -- Back to brilliant basics -- Strategic planning in B2B -- B2B audience targeting -- B2B brand: Why it matters more than you think -- Reputation: Built through loyalty, advocacy and success stories -- Relationships: Maximizing your most valuable asset -- Revenue: Unlocking marketing influenced sales -- Internal communication: Activating internal advocates -- marketing management: Getting the business behind you -- Conclusion: Marketing means business.
Understand how traditional marketing methods can be directly applied to B2B businesses to deliver results across brand, reputation, relationships and revenue.
English
9781398619647
Industrial marketing
658.804 M19B