Choose an application

• Reference Manager
• EndNote
• RefWorks (Direct export to RefWorks)

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.

Industrial marketing. --- B2B marketing (Business to business marketing) --- Business to business marketing --- Business-to-business selling --- Industrial equipment --- Marketing

Choose an application

• Reference Manager
• EndNote
• RefWorks (Direct export to RefWorks)

In times of fierce competition in business-to-business markets strong and economically sound business relationships with a company's customers rank among the main success factors. As a well established marketing management conception, key account management is of particular significance in this context. Interestingly enough, empirical research studies have recently proved that relationship marketing, and particularly key account management, does not achieve the economic value originally expected. Stefan Wengler provides a well founded answer to the question of the economic value and shows the need for the implementation of key account management. He presents a comprehensive, but easy-to-handle decision-making model that supports the decision on the most efficient key account management organization for individual companies. In addition, the author gives a comprehensive overview on the key account management conception and its controlling tools.

Marketing --- B2B (business-to-business) --- marketing

Choose an application

• Reference Manager
• EndNote
• RefWorks (Direct export to RefWorks)

Marketing --- B2B (business-to-business) --- marketing

Choose an application

• Reference Manager
• EndNote
• RefWorks (Direct export to RefWorks)

Marketing --- Mediaplanning --- Adressen --- Business-to-Business communicatie

Choose an application

• Reference Manager
• EndNote
• RefWorks (Direct export to RefWorks)

Marketing --- Business-to-Business marketing --- Grafimediabeleid