TY  - BOOK
AU  - Mackie,Kate
TI  - B2B Marketing Fundamentals: Drive Impact Across Brand, Reputation, Relationships and Revenue 
SN  - 9781398619647
U1  - 658.804 M19B 
PY  - 2025///
CY  - London
PB  - Kogan Page
KW  - Industrial marketing
N1  - 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
N2  - Understand how traditional marketing methods can be directly applied to B2B businesses to deliver results across brand, reputation, relationships and revenue
ER  -