December 2017
Intermediate to advanced
216 pages
5h 50m
English
Content preview from B2B Marketing Strategy
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01
Change happens
The seismic shift in our B2B marketing environment
At the end of Chapter 3, I use Apple’s iconic ‘Think Different’ campaign of 1997 as a case study for the three fundamentals of marketing: brand, strategy and customers. Whether you are a consumer or business marketer, the Apple story remains a compelling one, and serves as a potent reminder of what forms the core principles of the marketing profession.
But, wait a minute, it’s been 20 years since that campaign and a lot has changed – or has it? We are operating in a commercial landscape that has shaken B2B marketing’s foundations to its roots, but what exactly has changed? Is it marketing itself or merely the environment in which we do business?
Seismic shift
Let’s put this ...
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I'm always learning. So when I got on to O'Reilly, I was like a kid in a candy store. There are playlists. There are answers. There's on-demand training. It's worth its weight in gold, in terms of what it allows me to do.