B2B Marketing Fundamentals

Drive Impact Across Brand, Reputation, Relationships and Revenue
1. Auflage 2025
ISBN: 978-1-3986-1964-7
Verlag: Kogan Page

Buch, Englisch, 280 Seiten, Format (B × H): 157 mm x 227 mm, Gewicht: 385 g

This practical guide is the ultimate marketing fundamentals book for B2B marketers. Taking well-proven marketing theories and frameworks and applying them to the very specific B2B marketplace, this book delivers a one-stop guide for early to mid-career marketers looking to develop their understanding of how B2B marketing works. There has never been a better time to be a B2B marketer, but navigating its complexities can pose challenges. This guide helps break down the complex world of B2B marketing for the next generation to develop the knowledge and skills they need to deliver strong B2B marketing strategies. Including content on how the use of AI and connected data can drive actional insight, this book gives you a thorough understanding of everything you need to know in B2B. With real-world examples from companies such as Adobe, Bain & Co, PwC, EY and Bentley Systems, this guide explores not only of how to deliver results across brand, reputation, relationships and revenue, but also how you can communicate your plans, initiatives, results and ultimately revenue impact in a way that can be understood across the business.

Autoren/Hrsg.

Mackie, Kate

Fachgebiete

• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Marketing
• Wirtschaftswissenschaften Betriebswirtschaft Management Unternehmensorganisation & Entwicklungsstrategien
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management E-Commerce, E-Business, E-Marketing

Inhaltsverzeichnis

Chapter - 00: Introduction: The Untapped Power of B2B MarketingChapter - 01: Marketing as a Business FunctionChapter - 02: Back to Brilliant BasicsChapter - 03: Strategic Planning in B2BChapter - 04: B2B Audience TargetingChapter - 05: B2B Brand: Why it Matters More Than You ThinkChapter - 06: Reputation: Built Through Loyalty, Advocacy and Success StoriesChapter - 07: Relationships: Understanding Individual and Client ObjectivesChapter - 08: Revenue: Unlocking Marketing Influenced SalesChapter - 09: Internal Communications: Activating Internal AdvocatesChapter - 10: B2B Marketing Management: Getting the Business Behind YouChapter - 11: Conclusion: The Power of Speaking the Language of the Business

Über Autor(innen)

Mackie, Kate
Kate Mackie is a Fellow of the Chartered Institute of Marketing, alumnus of the Institute for Real Growth and member of the Marketing Society where she was nominated as one of 2023's Most Influential Marketers. With 20+ years' experience, she sits on panels selecting best brands, awarding agency accolades and ensuring marketing excellence has B2B representation. She is a mentor for entry level marketers and a guest lecturer at Cambridge Judge Business School She is based in Salisbury, UK and is currently a Partner at EY, where she leads global marketing. All views are her own.

Kate Mackie is a Partner and Global Integrated Go-To-Market Lead at EY. Based in Salisbury, UK she is a Fellow of the Chartered Institute of Marketing, an alumnus of the Institute for Real Growth and a member of the Marketing Society where she was nominated as Most Influential Marketer of the year 2023. With 20+ years' experience, she is regularly an awards panellist selecting best brands, awarding agency accolades and ensuring marketing excellence has B2B representation. She is an active mentor for entry level marketers and a guest lecturer at Cambridge Judge Business School.