000			01877nam a22002417a 4500
005			20250226161158.0
008			250220b |||||||| |||| 00| 0 eng d
020			_a9783030542917
082			_a658.8 B2B _2B2B
245			_aB2B marketing _b: a guidebook for the classroom to the boardroom
250			_a1st ed.
260			_aSwiterland: _bSpringer, _cc2021.
300			_axxvii, 755p.
490			_aManagement for Professionals
504			_aInclude bibliography an index.
520			_aThis 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
650			_aManagement
650			_aMarketing industrial
650			_aSales management
700			_aSeebacher, Uwe G. _eEditor
942			_2ddc _cC _n0
999			_c30336 _d30336