| Description |
1 online resource |
| Contents |
FRONT COVER; TITLE PAGE; COPYRIGHT PAGE; DEDICATION; CONTENTS; FOREWORD by David G. Thomson; INTRODUCTION; Chapter 1: SETTING THE STAGE; Chapter 2: A DIFFERENT GAME; Chapter 3: SIX BENEFITS, FOUR STEPS; Chapter 4: ENGAGE; Chapter 5: PLAN; Chapter 6: COLLABORATE; Chapter 7: GROW; Chapter 8: IMPLEMENTING THE PLAYBOOK; Chapter 9: AVOIDING THE FOUR PITFALLS; CONCLUSION; MARKETING AND SOCIAL MEDIA; CASE STUDIES; ACKNOWLEDGMENTS; BACK COVER |
| Summary |
The first book completely focused on successfully running B2B, which is very different from B2C. The fate of a B2B lies in the hands of a few individuals so what ultimately determines if a company thrives, or even survives, is how these key relationships are targeted, structured and managed. Over 30 percent of all B2B product development, marketing, and other discretionary dollars are wasted. When the realities of B2B marketplace are not integrated into a company's SOP, it is more likely that the company is wasting money as well as the employees' time and efforts. If the budget and plans aren' |
| Notes |
Title from title screen |
|
Includes index |
| Subject |
Industrial marketing.
|
|
Executives.
|
|
Customer relations.
|
|
Customer relations.
|
|
Executives.
|
|
Industrial marketing.
|
| Form |
Electronic book
|
| ISBN |
9781578604470 |
|
1578604478 |
|
