000			01753nam a22001937a 4500
999			_c4071 _d4071
005			20221115173931.0
008			221111b ||||| |||| 00| 0 eng d
020			_a9783030542948
082			_a658.804 _bSEE
245			_aB2B marketing: _ba guidebook for the classroom to the boardroom
260			_bSpringer _aSwitzerland _c2021
300			_axxvii, 755 p.
365			_aEURO _b59.99
520			_aAbout this book This unique book comprehensively presents the current state of knowledge, theoretical and practical alike, in the field of business-to-business (B2B) marketing. More than 30 of the best and most recognized B2B marketers address the most relevant theoretical foundations, concepts, tried and tested approaches and models from entrepreneurial practice. Many of those concepts are published for the first time ever in this book. The book not only builds on the existing classic literature for industrial goods marketing but also – and much more importantly – finally closes the gap towards the rapidly growing ecosystem of modern B2B marketing terms, instruments, products, and topics. Technical terms such as Account-Based Marketing, Buyer Journey, ChatBots, Content AI, Marketing Automation, Marketing Canvas, Social Selling, Touchpoint Sensitivity Analysis, and Predictive Intelligence are explained and examined in detail, especially in terms of their applicability and implementation. The book as a whole reflects the B2B marketing journey so that the readers can directly connect the content to their own experience and use the book as a guide in their day-to-day work for years to come.
650			_aIndustrial marketing _9924
650			_aSales management _91111
700			_aSeebacher, Uwe G. _99276
942			_2ddc _cBK