Kate Mackie: B2B Marketing Fundamentals

Cover: 9781398619647 | B2B Marketing Fundamentals | Kate Mackie | Taschenbuch | Englisch

Rückseite: 9781398619647 | B2B Marketing Fundamentals | Kate Mackie | Taschenbuch | Englisch

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Sprache: Englisch

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Beschreibung

This practical guide is the ultimate marketing fundamentals book for B2B marketers. Taking well-proven marketing theories and frameworks and applying them to the very specific B2B marketplace, this book delivers a one-stop guide for early to mid-career marketers looking to develop their understanding of how B2B marketing works. There has never been a better time to be a B2B marketer, but navigating its complexities can pose challenges. This guide helps break down the complex world of B2B marketing for the next generation to develop the knowledge and skills they need to deliver strong B2B marketing strategies. Including content on how the use of AI and connected data can drive actional insight, this book gives you a thorough understanding of everything you need to know in B2B. With real-world examples from companies such as Barclays, Mishcon de Raya and The Marketing Society, this guide explores not only of how to deliver results across brand, reputation, relationships and revenue, but also how you can communicate your plans, initiatives, results and ultimately revenue impact in a way that can be understood across the business.

Über den Autor

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.

Inhaltsverzeichnis

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

Erscheinungsjahr:	2025
Fachbereich:	Werbung & Marketing
Genre:	Importe , Wirtschaft
Rubrik:	Recht & Wirtschaft
Medium:	Taschenbuch
Inhalt:	Einband - flex.(Paperback)
ISBN-13:	9781398619647
ISBN-10:	1398619647
Sprache:	Englisch
Einband:	Kartoniert / Broschiert
Autor:	Mackie, Kate
Hersteller:	Kogan Page Kogan Page Ltd
Verantwortliche Person für die EU:	Libri GmbH, Europaallee 1, D-36244 Bad Hersfeld, gpsr@libri.de
Maße:	234 x 156 x 16 mm
Von/Mit:	Kate Mackie
Erscheinungsdatum:	03.05.2025
Gewicht:	0,564 kg