- Authored by one of the Chartered Institute of Marketing's leading professional trainers, who has designed and currently directs a multitude of relevant professional courses
- Demonstrates how the modern B2B marketing landscape has changed, with traditional marketing methods (such as funnels and swim lane advertising) being replaced by innovative new models and processes (such as lead nurturing and modern events marketing)
- Cuts through the inundation of noise surrounding B2B marketing to provide clear, comprehensive coverage of all of the most recent developments, including social marketing, B2B-specific brand building, channel strategy, and much more
- Online resources: include case studies, web links to insightful videos and articles, and lecture slides with practical models and templates
Innovative B2B Marketing
New Models, Processes and Theory
Demystify modern aspects of B2B marketing with this clear, practical guide to new marketing models and processes, including thought leadership pieces on new customer buying habits and the digital era.
Key features at a glance
EAN: 9780749480806
Edition: 1
Published:
Format: 235x158
312 pages
About the book
Innovative B2B Marketing is a clear, practical guide that demystifies modern aspects of B2B marketing, including marketing models, processes and thought leadership pieces. New customer buying habits, the digital era and the new industry landscape (influenced by the application economy) have all had a great impact, with marketing professionals consequently facing a shift away from traditional practices. The focus of Innovative B2B Marketing is to cut through the noise and make sense of the new models, methods and processes that have recently emerged in the B2B marketing sphere.
Authored by Simon Hall, an ex-CMO who brings over 20 years' senior level experience as one of the leading voices in the B2B sphere actively working with the CIM, the IDM, and other major associations, Innovative B2B Marketing brings together a wealth of insight and information sourced from the author's own first-hand experience. Featuring real-life examples from diverse sectors, plus topical discussion points and problems from key B2B marketing forums and associations, marketers will find new approaches, models and solutions to help deal with any B2B marketing challenge.
About the authors
Simon Hall
Simon Hall is a marketing innovator with around 25 years' experience in Technology and Services Marketing. In his former career, he served as UK Chief Marketing Officer for Dell as well as many senior European roles at Acer, Microsoft and Toshiba. In addition to running courses and workshops with companies on various B2B marketing and digital marketing areas, Simon Hall also lectures final year university students and degree apprentices in strategy, and marketing at Pearson Business School (University of Kent). He is a member of the Chartered Institute of Marketing, of the DMA B2B Council, and a Global Thought Leader in B2B Marketing for the ICG Group (a global consulting company). He is the founder of NextGen Marketing Solutions and author of Innovative B2B Marketing, also published by Kogan Page.
More about Simon Hall
A long-overdue resource for anyone working in the B2B environment or wishing to enter into it. Simon Hall's development of practical and relevant B2B marketing models make this essential reading for marketers and other professionals.
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