ESCP Europe

Item type

Book

Language

English

Publication year

2017

ISBN

978-0-7494-8080-6

This Book is a clear, practical guide that demystifies modern aspects of B2B marketing, including marketing models, processes and thought leadership pieces. New customer buying habits, the digital era and the new industry landscape (influenced by the application economy) have all had a great impact, with marketing professionals consequently facing a shift away from traditional practices. The focus is to cut through the noise and make sense of the new models, methods and processes that have recently emerged in the B2B marketing sphere. It brings together a wealth of insight and information sourced from the author's own first-hand experience. Featuring real-life examples from diverse sectors, plus topical discussion points and problems from key B2B marketing forums and associations, marketers will find new approaches, models and solutions to help deal with any B2B marketing challenge.@koganpage 2018