B2B Marketing Fundamentals
Kogan Page Ltd (Verlag)
9781398619661 (ISBN)
Ready to build a strong foundation in B2B marketing and start delivering real results?
B2B Marketing Essentials, written by B2B marketing expert Kate Mackie, is designed to help early career marketers understand how B2B marketing works. Clear and practical, this book breaks down proven marketing theories and frameworks tailored specifically to the B2B world, giving you the tools to develop effective strategies with confidence.
You'll learn how to:
- Understand key principles behind brand building, reputation, and relationships
- Learn how AI and connected data drive actionable marketing insights
- Discover how to communicate your marketing plans and results clearly across your business
- Explore real-world examples from Barclays, Mishcon de Raya and The Marketing Society
- And gain practical tips for linking marketing initiatives directly to revenue impact
With clear outcomes and beginner-friendly language, this guide empowers you to grow your skills and make a meaningful impact early in your marketing career.
Themes include: B2B marketing basics, marketing strategy, AI in marketing, communication skills, real-world examples, career development
Kate Mackie is a Fellow of the Chartered Institute of Marketing, alumnus of the Institute for Real Growth and member of the Marketing Society where she was nominated as one of 2023's Most Influential Marketers. With 20+ years' experience, she sits on panels selecting best brands, awarding agency accolades and ensuring marketing excellence has B2B representation. She is a mentor for entry level marketers and a guest lecturer at Cambridge Judge Business School She is based in Salisbury, UK and is currently a Partner at EY, where she leads global marketing. All views are her own.
Chapter - 00: Introduction: The Untapped Power of B2B Marketing
Chapter - 01: Marketing as a Business Function
Chapter - 02: Back to Brilliant Basics
Chapter - 03: Strategic Planning in B2B
Chapter - 04: B2B Audience Targeting
Chapter - 05: B2B Brand: Why it Matters More Than You Think
Chapter - 06: Reputation: Built Through Loyalty, Advocacy and Success Stories
Chapter - 07: Relationships: Maximising Your Most Valuable Asset
Chapter - 08: Revenue: Unlocking Marketing Influenced Sales
Chapter - 09: Internal Communications: Activating Internal Advocates
Chapter - 10: Marketing Management: Getting the Business Behind You
Chapter - 11: Conclusion: Marketing Means Business
| Erscheinungsdatum | 29.04.2025 |
|---|---|
| Verlagsort | London |
| Sprache | englisch |
| Maße | 156 x 234 mm |
| Themenwelt | Sachbuch/Ratgeber ► Beruf / Finanzen / Recht / Wirtschaft ► Wirtschaft |
| Wirtschaft ► Betriebswirtschaft / Management ► Marketing / Vertrieb | |
| ISBN-13 | 9781398619661 / 9781398619661 |
| Zustand | Neuware |
| Informationen gemäß Produktsicherheitsverordnung (GPSR) | |
| Haben Sie eine Frage zum Produkt? |
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