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Table Of Contents

INTRODUCTION
Chapter 1— What exactly is marketing in a B2B company?
Chapter 4—Why is marketing tough for B2B companies?
Chapter 5—Do you really need a marketing strategy?
Chapter 6—What’s included in a B2B marketing strategy?
Chapter 8—Clarifying your company’s goals and assets
Chapter 11—Defining your marketing strategy
Chapter 12—What is a tactical B2B marketing plan?
Chapter 14—Integrating tactics to nurture B2B relationships
Chapter 15—How do you create a realistic action plan?
Chapter 16—What should your B2B marketing budget be?
Chapter 17—Who should do the marketing?
Chapter 18—Systems to make marketing efficient
Chapter 19—How to set goals for B2B marketing
Chapter 20—Why do you need content?
Chapter 21—How do you decide what topics to cover?
Chapter 24—Case Studies
Chapter 25—White Papers and Technical Papers
Chapter 28—Press Releases and Public Relations
Chapter 32—Landing Pages
Chapter 34—Email Marketing
Chapter 39—Online Reputation Monitoring
Chapter 40—Executive Seminars and Lunch and Learns
Chapter 42—Speaking Engagements
Chapter 43—Telemarketing
Chapter 44—Customer Appreciation Events
Chapter 46—Print Advertisements
Chapter 48—Mass Media Tactics (Radio, TV, Out of Home)
CONCLUSION
ACKNOWLEDGEMENTS
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Market Smart:How to Gain Customers and Increase Profits with B2B Marketing

Market Smart:How to Gain Customers and Increase Profits with B2B Marketing

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Published by AuthorHouseBooks
B2B companies aren’t often natural-born marketers. Marketing isn’t a core competence or even a comfort zone for many of them. But with more global competition and new ways of doing business, B2B companies now have the opportunity – and the necessity – to get smart about marketing. They have the opportunity to capitalize on marketing to enhance awareness of their products and services, gain new customers and increase their profits.
This book is a practical, one-stop resource for achieving B2B marketing success. It is heavy on pragmatism and light on theory. It equips you with the fundamentals of marketing and the tactics that will help you achieve powerful results.
The book is written for all the B2B companies who don’t have multi-million dollar marketing budgets, and might never have had a marketing plan or a dedicated marketer. It’s for leaders of B2B companies who (whether they want to or not) wear the marketing hat for their business. It’s also for all the B2B company administrators and coordinators who aren’t marketers by training but become marketers by delegation.
The book is a comprehensive guide that covers the critical elements of successful B2B marketing in a single source. You’ll learn how to:
• Develop a B2B marketing strategy with a practical 3-step process
• Identify what B2B customers really want and what will make your company stand out
• Choose the right B2B marketing tactics for your organization
• Create a realistic action plan
• Set goals
• Budget and manage B2B marketing activities
• Implement effectively
If you work in a B2B company and want to put marketing to work and gain customers and increase your profits, this book is for you.
B2B companies aren’t often natural-born marketers. Marketing isn’t a core competence or even a comfort zone for many of them. But with more global competition and new ways of doing business, B2B companies now have the opportunity – and the necessity – to get smart about marketing. They have the opportunity to capitalize on marketing to enhance awareness of their products and services, gain new customers and increase their profits.
This book is a practical, one-stop resource for achieving B2B marketing success. It is heavy on pragmatism and light on theory. It equips you with the fundamentals of marketing and the tactics that will help you achieve powerful results.
The book is written for all the B2B companies who don’t have multi-million dollar marketing budgets, and might never have had a marketing plan or a dedicated marketer. It’s for leaders of B2B companies who (whether they want to or not) wear the marketing hat for their business. It’s also for all the B2B company administrators and coordinators who aren’t marketers by training but become marketers by delegation.
The book is a comprehensive guide that covers the critical elements of successful B2B marketing in a single source. You’ll learn how to:
• Develop a B2B marketing strategy with a practical 3-step process
• Identify what B2B customers really want and what will make your company stand out
• Choose the right B2B marketing tactics for your organization
• Create a realistic action plan
• Set goals
• Budget and manage B2B marketing activities
• Implement effectively
If you work in a B2B company and want to put marketing to work and gain customers and increase your profits, this book is for you.

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Publish date: Jul 19, 2012
Added to Scribd: Aug 30, 2012
Copyright:Traditional Copyright: All rights reservedISBN:9781477227794
List Price: $3.99 Buy Now

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